Summary
Our strategy was weaved into the Attract, Inform, Convert and Engage funnel. On Print plus on ground we created an IP With most influential persona's in tier 2&3 markets – Shreshtha Pradhan. Where most cost effect tactics applied by Pradhans were acknowledged and promoted. We further helped the business grow by delighting our dealers and contractors through a customised curated Hasya Kavi show on budget We harped largest non religious mela with our brand
Challenge
Experiential Dominance: 1. An IP was created with most influential personas in tier 2&3 markets, the Sarpanchs - Shreshth Pradhan. The Pradhans were felicitated for developing their regions effectively with limited budget linking back to the brand offering. 2. The dealer-fraternity was activated through a customised Live Comedy Show – ‘Hasi Khushi Bachat' integrating ‘savings' in their script seamlessly. 3. The biggest non-religious Mela was dominated by Ace and Te. Where a life sized house was constructed, painted with brand and had engagement inside it. It showed users the actual difference between chuna/Distemper and an emulsion paint and how this paint is more cost effective in long run.. We also extended hasi Khushi bachat activity to the audience coming to mela daily with renowned kavi and comedians. 4. 2 large sized paint buckets were placed at the crowded areas like melas. Amplification Dominance: 1. Branded hash tag challenge on the short video platform MOJ- helped us leverage the 1. On All-India-Radio the brand proposition was brought live through quirky stories. 2. Hello-English & Jio Engage App had the brand seamlessly integrated as a part of their offering linking back to the brand
Objective
Asian Paints launched a new variant for its entry level Emulsion Paint -Ace & Tractor Sparc. The goal was to establish that this emulsion paint helps you in saving and hence establishing #BudgetWalaPaint as the proposition. We wanted to reach the remote areas of country including the media dark areas
Strategy
1. These Sarpanchs' offices were painted with Ace & Tractor Sparc with permanent painted branding on their walls, along with special editorial stories and felicitation ceremony 2. The live-comedy show which embedded Brand keywords – "Bacchat", "Shauq" into their scripts was an activation in collaboration with local newspapers, had been promoted through Print, OOH & Digital 3. The mela had engaging games to bring alive brand proposition. 4. Sanchay ke shaukeen kisse on radio was edited in 4 languages and ran across nation. Hello English had brand related questions in English and rights answers were even gratified 4.Jio engage had a special designed journey for consumer as well as dealers which revolved around brand communication and every visitor was gratified
Data
Asian Paints' ‘Bharat Model' aims to reach out & engage with consumers, dealers, contractors at grass root level. This creates an ‘experiential awareness' and also makes sure that we work in conjunction with all our stake holders. While ‘Wall Painting' has been a very common advertising mode in smaller towns but most of the time it turns into a blind spot. Hence, it becomes imperative to create an ambient model for the TG which could also help in showcasing the brand messages.
Solution
Results
From a simple story telling through ATL media to a multi-media strategic approach helped the • Brand message got engraved in the minds of almost 10 lakhs+ consumers on ground • Total sub-brand awareness grew from 40% to 58% • Brand proposition ‘Provide value for money' increased by 1900 bps • Gained multiple organic media coverage on print and digital for all our on ground consumer activities
