Summary
Asian Paints believed in the legacy of ‘HarGharKuchKehtaHai'. However,the story had to be re-told to suit the evolving tastes of the new-age audience. The goal was to provide an experience, both aspirational&authentic. Thereby,resonating the core brand-values with the younger audience. ‘AsianPaints WhereTheHeartIs' had to drive interest and aspiration of ourT.G. 6-episodes were created, where celebs narrated their most intimate stories, while touring the audiences through their real homes. their houses were never explored before
Challenge
The business challenge for Asian Paints was to reposition itself as a comprehensive home décor partner for a younger audience while upholding its core values. The objective was to strike a balance between tradition and modernity, navigating a shift in brand perception. The challenge was to inspire a fresh, youthful connection without alienating existing customers. This required a nuanced approach to marketing, aligning with the evolving preferences of a dynamic market. The business goal was to foster a renewed brand appeal, making Asian Paints a vibrant choice for a diverse and younger customer base, enhancing its relevance in the home décor landscape.
Objective
Asian Paints, the leader in the Indian paint and décor category. The brand aimed to reposition itself as a holistic home décor partner for a younger audience while preserving its core values. The strategic challenge was to navigate a shift in perception and engage a demographic with evolving preferences. The difficulty lay in striking a balance between tradition and modernity. The objective was to inspire a fresh, youthful connection without alienating existing customers, making it a nuanced marketing challenge in a dynamic market.
Strategy
Younger audience find the glamourous celeb-world to be their muse and so we fulfilled their interests to know more about the celebrities' homes. Celeb's homes opened up for AsianPaints, where they shared all their small-moments &stories of their living-space. Celeb-icons across genres like movies, sports and lifestyle connected with audiences from different geographies and passions. 6-episodes were created, where celebs narrated their most intimate stories, while touring the audiences through their real homes. Anil Kapoor – Vetran star Yuvraj Sign – Prince of Indian Cricket Mouni Roy –Tv queen PV Sindhu – National champion Pooja Hegde –Southern glam Jim Sarbh –OTT king The celebs were unique and intriguing as their houses were never explored before and also few family members who faced the camera for the first time. After enormous success of previous season we were approached by an OTT partner – Voot to host and promote the latest season. As Binge-watching scaled substantially during evenings & weekends we used Google's product "related videos" to influence the video- recommendations. The same was deployed on Voot We were the only Indian brand to leverage First-time ever YouTube shorts for Paid promotion • First access to co-funded Experiments for new alphas – Video View Campaign wherein, we ran both vertical ads on YT shorts and horizontal instream ads We did face scan on multiple platforms though leading technology and delivered relevant communication to engage the user interested in the particular celeb's life. Stream boxes on leading websites were created to make sure the web-series is consumed through binge watching and no single videos.
Data
In repositioning Asian Paints, our vision was to seamlessly blend tradition and modernity, capturing the essence of a comprehensive home décor partner for a younger audience. Key decisions spanned technology, tactics, and processes. Leveraging AI-driven insights, we identified a dynamic mix of digital channels for personalized campaigns. An "ah-ha" moment was realizing the potency of influencer collaborations in engaging the target audience authentically. Unexpectedly, privacy concerns surfaced, prompting meticulous adherence to data protection norms. The methodology involved data analytics, consumer surveys, and iterative campaign testing. The project spanned six months, ensuring thorough data analysis and effective strategy refinement. Collaborative teamwork with external agencies fostered creativity and efficiency.
Solution
Results
3rd Party Creative Effectiveness Study for 1st Time with Emozo – SaaS Platform. • The Behavioral and Visual Emotions captured engagement with Videos • more than 60% Engagement Score vs benchmark of above 50 • 96% Recalled the Brand Successfully • Overall campaign reached 135Mn Unique Audience i.e. 60% @5+ Campaign delivered 880Mn Impressions across platforms and 190Mn+ Views • Much higher Completed VTR of 23% on main episodes on YouTube • 5Mn engagements across posts on social handles YouTube interest for "Asian Paints" rose by 328% during the promotion of WTHI S6. Brand's value in the aspirational & authentic décor space grew by 12%.
