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of the FMCG major into the consumer durable market. Pureit is the water purifier appliance from HUL. Pureit made its test marketing debut in 2005. The brand was initially launched in Chennai. During the test marketing, the result was pretty encouraging and the brand was launched nationally in 2007. The domestic water purifier appliances market is estimated to be Rs 450 crore ( HBL may 03/07) and is dominated by Aquaguard from Eureka Forbes. As discussed elsewhere in the blog, this category was not growing very fast because of the high cost of the product. The entry level water purifier was costing anywhere between Rs 5000- Rs10,000 . Pureit is a battery operated purifier . The company uses the following differentiation points against the main competitor Aquaguard by claiming that the product works without gas/electricity thus the cost per litre of pure water is very less. More over the brand is priced at a tempting Rs 1600 which makes it the lowest priced purifier compared to Aquaguard or Kent. Pureit is being positioned on the basis of its performance. The brand claims that the water from the purifier is ' as safe as the boiled water ' . By claiming that it purifies water as safe as boiling water, Pureit is trying to achieve Points of Parity with Aquaguard and Kent which also claims the same feature. Along with this POP, the brand tries to differentiate on the following points : a. no electricity/gas b. Cost per litre low c. Price of the product is also low Pureit works on different cleaning layers to ensure purity. There is a fibre mesh layer which removes visible dirt. Then comes a unique carbon trap that filters harmful pesticides and dirt. Then comes the USP - Germkill processor which kills all the bacteria and virus. Then there is a polisher which gives clear odorless water and a battery life indicator which tells you when to replace the battery. The product has a capacity of 9 liters in the upper chamber and 9 liters in the transparent chamber. According to the product website, the battery lasts for 1500 liters and the replacement battery costs Rs 250. Pureit is now being promoted through all media. There are ads in local print as well as TV. Being the FMCG major, HLL was able to place the product in most of the supermarkets and key consumer points. The brand uses the tagline " As Safe as Boiled water'. The brand is mainly targeting households (mothers ) which have small kids.
Best Marketing Practice : Customer Ombudsman Best Marketing Practice #2 HUL has introduced a unique practice in India by launching a Customer Ombudsman. The current move was a part of the Lever Care initiative of the company which was started in 2007. By making a product at an affordable cost. In July the company appointed a retired Justice Mr M S Rane as the customer ombudsman. Will HUL be able to offer this spare without delay? At the consumer side. A visit to my doctor proved it. Ombudsman are usually officials who are charged with the responsibility of representing the public by investigating and addressing grievances and complaints of the public. ( Wikipedia). The brand has more chance of longterm survival if it is promoted through the direct marketing venture (Hindustan Lever Network) of HLL . A delay in the supply of battery can cause non-usage for Pureit at households thus causing bad word of mouth. It is crucial that the consumer replace the battery at the right time and use this product. It is for the first time that an Indian FMCG company has appointed an ombudsman for customer grievances. The brand is available in shops and also sold through direct marketing associates. HUL has done pretty good homework on this product. . what has struck me was the below the line promotions that HUL has undertaken for Pureit. there are certain issues also. When even specialist consumer durable companies are blamed for offering poor after sales support. Pureit is a product that is a boon to Indian consumers. There was a product displayed prominently in his clinic with all necessary brochures and inquiry forms. More than that. the quality of potable water in our country is deteriorating day by day creating health hazards especially for kids. the company wanted to provide a single point of contact for addressing consumer complaints and feedback .Apart these common above the line promotions. For the doctor. can an FMCG company deliver efficient customer service. it just means that his patient has access to pure water while waiting but for the brand this small gesture adds lot of authenticity. The brand is using the influencing power of the medical fraternity to its advantage. Although the low price of this product will help it to penetrate many households . HUL has made another positive impact in its consumer's quality of life. Another issue is the replacement battery. It’s a boon because it has helped making a category more affordable. the problem is with the battery. May be it is because of this fear that HUL in its website tells the consumers to buy an additional spare battery. Through Lever Care . Pureit is a consumer durable that requires after sales support.
Why should an FMCG company put so much pain in the complaint management process. those complaints which could not be resolved through Lever Care will be routed to the Ombudsman who in turn will investigate the complaint .75 ton truck in the commercial vehicle segment which is dominated by large trucks. The customers are encouraged to contact the Lever Care numbers/email etc in case of a grievance. Then the complaint will be processed for further action. According to the company. Most of the products are of high quality. Launched in May 2005. Ombudsman helps genuine customers to get a speedy unbiased redressal. it is there in this product. HUL has around 200 cases in various courts against it ( I was surprised ). Ace is Tata's answer to the marketing myopia of three wheelers. . It can be called India's first mini truck. Monday. I think its a good proactive move by the company to make things easier for the consumer to address his grievances. less priced and the service element in its products are negligible. HUL hopes that such an alternative will help both the customers and the company to handle complaints and grievances quickly. What ever factors that Kotler have spoken about to successfully launch a new product.The decision of the mediator will be binding on the company and not on the consumer. Court cases can take away lot of time energy and money from the company. According to a report in Livemint . Ace is a . Still the fact that the company has invested its time and energy in reaching out to the customers is quite laudable. July 03. I think its a best practice because its usually a nightmarish experience for a customer to get his problem addressed. I was under the impression that FMCG companies will not be facing much complaints compared to consumer durable companies and service firms. I was intrigued by this news. the complaint pack will be replaced by the company with a new one . 2006 Tata Ace : Small is Big Brand : Ace Company: Tata Motors Brand Count : 97 TATA Ace is the classic case of marketing success in India. Secondly HUL really doesn't need such a mechanism when compared to other businesses. Ace has become a blockbuster and is expected to create a huge dent in the three wheeler goods carrier market. According to the press release.The Lever Care works through a system of call centers and designated officials who will handle the complaint management process.
It is cute. The target segment are those who want to upgrade from these three wheelers. Even Ace is looking at overseas and is exporting to Srilanka and Bangladesh. 2007 Bingo : A Challenger Brand Brand : Bingo Company: ITC Brand Count: 214 Bingo is ITC's challenge to the monopoly of Frito Lays. Bingo comes in 16 flavors.40 lakh. Chanachur etc) Western Snacks and the newly created Finger snacks segments. The brand was launched at a point where there was a need for transportation of good speedily and conveniently and in a cost effective manner. ITC launched Bingo in the highly fragmented Rs 4500-5000 crore ($1 Billion) snack food market. Sunday. Indian snack food market is dominated by unorganised sector.Till the launch of Ace. staples and Ready to eat market. Hence Tata was careful not to overhype the product so that it will "under promise " and " over deliver". Priced competitively at 2. the sub one ton loads were transported by the three wheeler goods carriers. Indian snack food market is divided into : Traditional Snacks ( bhujiya. It is the transportation at the "last mile" market that Ace has captured. The company is working overtime to deliver the orders and is looking for expansion of production of Ace. Ace is a value proposition that no one can refuse. Although the quality and performance of these three wheelers are less than desirable there was still huge demand for these vehicles. the engine is good in terms of mileage and performance.25 lakh to 2. It fights in this segment with none other than Pepsi. the brand is giving rich returns for Tata Motors. Bingo will be another test for ITC's marketing muscle. Ace had all the qualities of a winner. According to the company press release. The brand Ace has its own limitations. It is this market that Ace is trying to capture. the comfort factor is very much there and more over it is a Truck and not an Auto. Its potato snack has 4 innovative variants taking into consideration the . Bingo is entering both the potato and finger snacks market. March 25. The organised snack foods market is only Rs 2000 crore and is dominated by the iconic Lays brand with over 77% market share. The success of Ace has opened up a new category in the commercial vehicle market. This March. It is again a sign that Tata Motors have identified the DNA for marketing success in Indian market. It is reported that Ace had already captured 65% of the small commercial vehicle segment and is expected to contribute an additional turnover of Rs 2500 crore. Having tasted success in Biscuits. Although the product took around Rs180 crores to develop.
The golden line is that the market is so large that every player will have a space provided. Tata Motors have finally launched Tata Nano. Tuesday. No other product had such an excitement in the Indian market as Nano. variety and brand to reach the leadership position. With the launch. The Finger snacks line has six variants. 2009 Brand Update : Tata Nano After a long and treacherous journey. Although the brand has been officially launched.. Vango Pongo The launch of Bingo is going to see a fight between two marketing giants in the Indian market.80. Snack foods : because of the low financial risk (low price) for the customer. The task is very tough for ITC to fight with Lays.. The exit of Indian team from worldcup may force a re. Bingo it seems is following the leader. . The high profile brand launch of Bingo will see the market expanding thus benefiting all the players . Lays succeeded by offering great quality. It is a brand that symbolises an entrepreneurial dream. The new tagline symbolises the brand's promise of an affordable car for the masses. The basic version will cost around Rs 1. ITC is aiming at a 360 degree brand building effort to boost the new launch.. It will be a treat for marketers and consumers. And no other product had to face those hardships that this brand had to face. The first car is expected to be delivered only in June and the company will be able to meet the entire consumer demand only in a phased manner. March 31. The brand is promoted through a series of funny ad which I feel is little too complicated. The brand takes the tagline : No Confusion Great Combination. The ad tries to be funny but fails to make the audience laugh. The poor execution can create problems for the brand.taste difference across Indian market. consumers may not be able to get hold of Nano anytime soon. the brand keeps the promise. Nano is a special brand.000. The brand tries to differentiate from Lays by focusing on innovation (in flavors).look on the media strategy for this brand since the company was trying to leverage the worldcup fever in India. The basic version is the One Lakh car and there are two upgrades.. Bingo.30000 on Road and the premium version will cost around Rs 1. hardwork and innovation. It is also a brand that symbolises determination . Nano now comes in three variant. The TVC's are now on air and the company intends to position this brand as a fun brand targeting at the youth. Nano also have its tagline "Now You Can" derived from the famous campaign of Barack Obama. Watch the TVC here. new tastes will be a key in marketing success.
ITC has really broke into the stronghold of Lays. Bingo is highly visible. Professor CK Prahlad famously remarked in the book "Fortune at the Bottom of Pyramid " that the consumers at the bottom of pyramid wants an affordable product and not a cheap low quality product. highly functional car and not because it is a cheap car. I would put the distribution strength as the numero uno. High Decibel Advertising : Although I have reservations about the quality of ads. All these comes with a very low cost. 2007 Brand Update : Bingo According to today's Business Standard. In India there is no company that can match the distribution strength of ITC and this has helped this new launch very much interms of Shelf Space and retailer support. The resultant product is a poorly designed functional product with rugged look and zero aesthetics. Thursday. the focus is more on functionality and compromises. Go to any supermarket or kirana store. I feel that getting the brand to a market share of 16 % is something commendable. Distribution strength: If you ask me which is the most critical success factor of Bingo. Six months into the launch. Tata Nano also gives the marketer a golden key to tide over the recession. Nano suprised many with its stylish look. Bingo now aims for 25 % of the Rs 2000 crore branded snack market. Usually when we think about a low-cost product that is targeting the lower rung of the consuming class.Nano also gives a very valuable lesson to the marketers. Helping that was the latest move of Lays to change the famous tagline to “Har Program ka Main Food" Novelty Factor: The snack market is driven by impulse purchases and Bingo had the advantage of the ITC parentage that encouraged consumers to try out the product without much inhibition. The share of Lays have reduced from 65% to 45%. Many Indian consumers irrespective of social class is going to buy this car because it is a very good looking . Come out with a product that catches the imagination of the consumers. spacious interiors and a good quality drive. August 30. Bingo was able to capture the Share of Noise through its heavy spend. Regional Flavors : This is where Bingo beat Lays in their own game. There are various factors that aided the success of Bingo. . Although it is too early to praise Bingo or ITC on their success. Bingo has eaten into the market share of Lays. The report cite the clever marketing strategy and the localization of flavors as the main factors that aided the success of Bingo. It shows that low cost does not necessarily mean a 'cheap ' car. Lays was the first to localise flavors but Bingo specialized on local flavors and the key differentiator was the Localized flavors. The brand had made a base for itself.
Indian bike market was divided broadly into Economy. O&M stuck upon the Big Idea of India's He-Bike. April 26. Unlike its old ways of doing things. Lays have already scaled up their marketing initiatives and new flavors are on the anvil. O&M knew that the communication of this brand should also be different. Before the launch of Pulsar. The new bike was an R&D and design marvel. its going to be a treat. a major part of the success was due to the classic advertising campaign by O&M. The Big Idea was to position the bike as World's first bike endowed with a Sex ( Gender).Having said that Lays cannot be written off.Thus born the classic campaign of all times " Definitely Male". Bajaj did not rest with the laurels. Pulsar was designed by the renowned design house Tokyo R&D. This bike has virtually redefined biking in this country. Pulsar launched in 2001 is the market leader in the 150 cc + performance bike segment. Leo Burnett Brand Count : 226 Pulsar is one of my favorite brands both as a bike rider and as a marketer. The campaign together with the design and performance catapulted the brand into stratospheric sales level. the birth of the "Definitely Male" campaign is interesting. The war has started and for marketers and customers. Starting with lot of ideas. The creative honchos found the new product from Bajaj distinctly different. It was Bajaj's first bike without Kawasaki label. 2007 Bajaj Pulsar : Definitely Male Brand : Pulsar Company: Bajaj Auto Agency . But Pulsar came and gave a new life into the Performance segment. According to agencyfaqs. It knew that Pulsar is the golden key to control the entire bike market.Executive and Premium Bikes. the larger brands lose market share . It was not only the bike's performance that triggered the brand becoming an icon. The brand also have came out with pack costing only Rs 3 ( sachetisation) to induce non users to try out the brand. Thursday.O&M. More than that . In 2003 another milestone event happened in the product lifecycle of the brand. This helped Bajaj to change its target audience to 21-35 years. Like wise the high profile launch of Bingo has eroded the market share of Lays but things can change very fast. In 1999 Hero Honda created a new segment of 150 cc performance segment with its CBZ. Bajaj targeted the 18-24 with Pulsar but later found that the brand appealed to a much older audience. this brand changed the fortune of Bajaj Auto Ltd. Bajaj launched its new . Whenever a new brand comes. Hence Pulsar got undivided attention from the company. Pulsar made the performance segment one of the fastest growing segment in the two wheeler market. Although lot of bike take the persona of Macho bikes it was more oriented towards being "sexy". Although not a pioneer.
But in the case of Pulsar 200. every six months. Pulsar is definitely getting better. the Big Idea is also not properly communicated through the visuals. What made Pulsar a super brand was its ability to come out with different disruptive campaigns. it is a sort of cut copy paste from some Hollywood movie (James Bond). The new Pulsar boasts of spruced up engine. later to find out that it was Arabic. The 150cc variant took lot of customers away from the executive segment to the performance segment. Bajaj is taking their brand to another level. 2007 Axe : The Axe Effect Brand : Axe Company : HUL Agency: Lowe Lintas Brand Count : 252 . More over. DTSi stands for Digital Twin Spark Ignition which delivered more power and efficiency. Although the ads were successful in conveying the technological superiority of DTSI and making that acronym popular. 150 cc was for the mileage conscious ones. 2004 and 2005 saw some cosmetic changes in the brand which excited the customers and thus cementing Pulsar's position in the market. Bajaj reassigns its media duties to two brands O&M and Leo Burnett. What I feel is that the Big Idea od Free Biking is good but execution is ordinary. Pulsar 200 is being launched with a new campaign revolving round the concept of Free Biking. new digital console and new style. Thursday.technology DTSI. According to company officials. the ad shows how two Pulsar riders discover new route when their main way is blocked by traffic jam. July 19. The brand had its share of marketing flaws also. Set to pulsating Arabian music. Leo Burnett did a big mistake on the brand by changing the positioning of " Definitely Male" to "Digital Biking". the creative duty was assigned to Leo Burnett. its about how you ride rather than where you ride. it deleted the most successful tagline from the brand's elements. Also most of the time I was trying to make out some meaning out of the background song. Free Biking ( as defined by the brand Pulsar) is all about tackling obstacles. When DTSI was launched. One word to describe this ad is HYPERBOLE and too much of it. According to reports. After ruling the premium bike segment. The increased performance of the brand took Pulsar to greater heights. Pulsar came in two variants : 180 cc and 150 cc where 180 cc excited the performance bikers. The ads made by O&M is filmed at Hawana Cuba ( expensive). Bajaj recently launched Bajaj Pulsar 200 Dtsi to take on the comeptition from Hero Honda and the like.
the company just ran the ads which was popular in the Europe and other markets. One can only marvel and enjoy. I have seen lot of ads where girls are seen drooling over Hunks in Motorcycle or in Readymades. And IT CLICKED. Alaska and Atlantic. the targeting was exemplary and Positioning : something to drool for. An Icon for sure Axe is a success story that is so difficult to emulate. only very ordinary or even skinny kind of . Internationally this brand targets male aged 15-25. At that time. HLL did not bother to fine tune its Promotional mix to Indian market but just imported the promotions . rest as they say is History. I think it has lot of subliminal implications. Axe deo was launched in India during 1999. Fashionable and Stylish.. 24 years later. Although many brands take this proposition. The biggest strength of this brand is the underlying message or the DNA which is that the brand users are High on Confidence and always for the Axe users. I think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition.. I personally feel that it targets all 'Young at heart" naughty guys. For those who propound Glocalisation . And more over Luck was on its side. HLL had the brands Denim and Rexona and was ruling the market.. Axe in 2002 was having a market share of over 35% and soon HLL phased out Denim brand to concentrate on this Star. the deo market was a nascent one with an estimated market size of Rs 72 crore. All its campaigns revolve round this central theme of Seduction where Girl makes the first move. meaning. Axe was priced at a premium above the Denim brand which was positioned as a male deo brand. Axe just made it perfect.. the brand sticks to its core values. It got its segments correct. The brand has its brand values of Cool. The brand is targeted at male aged 16-25 . At that time . Girls Makes The First Move. Axe is the naughtiest brand in the Indian market..e High Price Low Promotion. AXE is an exception.. or even in Innerwears.HLL may have launched this brand inspired by the volume of Axe sold in the Grey market. Axe was born in France in the Year 1983. It is also one of the rare brands which can boast of replicating its entire marketing mix across geographical boundaries. That feeling ( of being seduced) gives a big boost of self confidence to a man.. there are no Hunks. but in most of the Axe ads. And world over. The brand assumes that Men wants( Likes) to be Seduced . The campaigns that you see in India is what the entire world is watching. Axe initially was launched in the fragrance Java.. Axe has got every thing perfect for its success.I was delaying writing about this brand for the reason that I doubted whether I will be able to do justice to my favorite brand. The brand launch was very quiet and theoretically the brand was having the strategy of Slow Skimming i. It has an iconic status in whichever market it has entered. this brand is Unilever's Best selling brand worldwide. Axe at that time was the leading men's deo brand in Europe and was popular in India in the Grey market ( available in duty paid shops) . the product was also imported from Europe.
The brand has started its Internet based marketing initiative in India with Axe Land which involved a virtual trip to the Axe world. The brand managers were so wise that when they used a celebrity like Ben Affleck. the print ads of Axe won several accolades in various ad events. The males seen in Axe commercials are not Losers: the ads are careful to show them as confident ( in one way or other) or a better term will be self assured. Checkout the cool web initiatives of this brand : Axe. Had Axe used a Hunk. Not always every one may like the theme or the campaigns. It is really surprising that so far. One of the reports term the marketing strategy of Axe as "Adventurous Marketing" . That is ultimate execution. . Axe is a classic example of 360 degree branding effort. Axe is one of the rare brands that has embraced new media to the maximum extent. Axe had a high profile launch of its new fragrance CLICK and before that there was Axe Land campaign and followed by Axe-Academy then Axe Voodoo and the latest one Phenomenon. In 2005.That is true because its risky because the brand deals with Girls & Seduction. In India especially there are self styled Cultural Policemen/Women who cries foul for anything and everything. They ensured that the brand is made approachable See the TVC here : My Favorite Axe ad Having said that. That makes the brand more approachable. That is the power of brand. Now Axe has a common message in over 70 countries where Unilever sells this brand. The power of this Big Idea has ensured that Indian consumers lap up the foreign commercials without any hitch. but I try it because I like the brand.people getting assaulted by beautiful girls. And Indian consumers are not complaining either. Along with these . Globally also this brand has lot of online initiatives which are almost always naughty. the promotions couldn't have been so effective. In UK the Axe is marketed as LYNX. Axe has escaped their AXE.feather Axe Effect Axe Phenomenon and also a blog called Evan and Gareth Not only the brand uses TVC's to its advantage. I don't remember any India centric ad for Axe especially in Television. Iconic in a real sense. That also shows that the ad agency is also careful about the concepts put across the Indian media. Besides Print. The creatives run amok with the kind of flexibility that they get from the positioning. the brand also uses outdoors to its maximum impact. the brand also ensured that customers are constantly engaged with new fragrances and campaigns. I have tried most of the fragrances and not all of them are good.
The brand now has an iconic status in the industry thanks to some blockbuster big ideas from O&M. Decorative segment constitutes around 75 % of the total paint industry and Asian Paints is the market leader with around 44% share. here the brand plays really safe. Asian Paints started its journey in 1942 with four young men in a garage in Bombay.2 Bn).While in a more liberal markets. Decorative segment which constitutes the wall paints : exterior and interior. The focus of the company was on product innovation and service network and managing quality proposition. The name Asian Paints was picked randomly from the telephone directory. It also ensures the campaigns run in Indian media is accepted because most often its the entire family who watches the TV. Asian Paints realized the need for brand building even during sixties. 2007 Asian Paints: Every Color Tells a Story Brand : Asian Paints Company: Asian Paints Agency: O&M Brand Count : 211 Asian Paints is the market leader in the highly fragmented and highly competitive Rs 7750 crore ($1. Saturday. The brand once positioned as a mass market brand has evolved itself to a higher plane. The brand has traveled from that garage to become a Rs 1000 crore brand. I know I just have touched the tip of Marketing Iceberg called Axe. this brand occupies a premium position in the Indian Paint industry. . In the decorative segment. From 1968. The brand focused on mass and rural market. Nerolac is the market leader. the decision of the brand was taken by the builder/contractor and the home owners does not involve much in the process may be the decision of color rest with the house owners. In earlier times. it is interesting to see how Asian Paints have changed the buying process of the product like paints. Paints are usually considered to be a low involvement product. the company had a wide range of brands/subbrands. But at that point of time.73 Bn) Indian paint Industry. In the Industrial segment. Industrial segment which consists of automotive paints. March 17. The story of the evolution of Asian Paints as a brand is interesting. The organised sector constitutes around Rs 5400crore ( $1. Indian paint industry can be broadly divided into two segments a. wood paints etc b. and paints for industrial sector. Axe tests new levels of "Adventures".
The brand also phased out many subbrands and rest of the subbrands was brought under Asian Paint's umbrella brand. The campaigns reinforced the brand as a premium emotional brand. Hence " Har Ghar Kuch Kehta Hai" translated to " Every Home has a story to tell".The logo/design was to convey self expression. The brand also went in a brand overhaul. It could make a gloomy place bright and pleasant. Then the company realised that although volume justified the leadership position. The objective was to upgrade to a more margin premium product marketer .Asian Paints had a mascot called Gattu who was created by the celebrated cartoonist R K Laskhman. Asian Paints initiated the corporate campaign aimed to position the company as the number one player in the industry. Research also confirmed that customers tend to repaint their houses on the occasion of festivities. these campaign ensured an emotional connect with a brand in a low involvement category. share of mind for the brand was very low. Since many brands went after festival seasons. Because no longer festivities formed an important part in ones life. building a brand at that time was" uncommon sense". paint was increasingly becoming a high involvement category. Thus born the campaign "Celebrate with Asian Paints". These efforts made the brand a leader during the late sixties. sophistication and Technology. Thus came the birth of a wonderful positioning strategy created by O&M.For Apex Ultima. the company tried to reposition the brand as a premium brand. Along with the campaign Asian Paints also ran parallel ads for its subbrands. During 1983. The category was becoming less seasonal. Consumers felt that paints could change the mood of the space and it was a sign of festival and plenitude. These campaigns effectively enhanced the brand equity of Asian Paints and established itelf as a premium brand. But this campaign failed to inspire any interest in the consumers and the company felt that the market is moving towards a commodity market where price is the most important differential. Saif Ali Khan endorsed the premium brand Royale . The choice of color became a high involvement decision. That was the result of the mass segmentation adopted by the brand. More than that . From a low involvement category. The research revealed lot of interesting insights.The corporate campaign "Spectrum of Excellence" was aimed to increase the Salience of the brand in a quiet market. More over the consumer buying behavior has changed. From this insight came the campaign of Asian Paints associating itself with festivals. the positioning platform has become cluttered. This campaign is a perfect example of a brand laddering up and connecting to a higher level in the mind of the customer. the campaign was highly localized and was different in different market. Asian Paints undertook a consumer research aimed at understanding the perception of consumers about the product category. During the late nineties the brand had to be reinvented. The insight was that the brand is about people and homes and homes reflect the people living in it. Rightly so because the industry was driven by channel driven promotions. People started associating more importance to home decor and interiors. . The campaigns were carefully crafted and there were different campaign for different regions. The logo was changed to a contemporary upmarket one designed by Entreprise IG based in Singapore.
. Asian Paints is a classic branding story and the brand is still exploring and growing.View Asian Paints ad here : Pongal :Saif Ad Taking a cue from the success of Ghar campaign . the brand took ownership of the COLOR. The insight is that each color has a story to tell. The latest campaign reflects on the color and uses the campaign " Har Rang Kuch Kehta hai" translated to "Every color has a story to tell". The brand is so serious about the color that it has tied up with IIT to explore new colors and conduct research on colors.