ASIAN PAINTS

 The paint industry of India is more than 100 years

old. Its beginning can be traced to the setting up of factory
by Shalimar Paints in Kolkata in 1902.
Till the advent of World War II, the industry consisted of
just a few foreign companies and some small. Indigenous
producers were absent and Foreign companies continued to
dominate the industry.

 At that time Asian Paints entered the Indian

paint business.
 BIRTH

 Asian Paints started its journey in 1942 with four young men,
Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C.Dani and
Arvind R. Vakil, in a garage in Bombay.

 Asian Paints Limited is an Indian chemicals company headquartered

in Mumbai, India. It manufactures paints for decorative and
industrial use.
 Asian Paints is India's largest paint company and Asia's third
largest paint company , with a turnover of Rs 96.32 billion.

 Besides Asian Paints, the group operates around the world

through its subsidiaries Berger International Limited, Apco
Coatings, SCIB Paints and Taubmans.
 Major Products and Services

 Asian Paints manufactures and markets industrial and decorative

coatings. Along with that the company also provides home painting
services and solutions.

 The company's key products and brands include the following:

 Decorative paints: Interior wall paints, Exterior wall paints, Wood

surface paints, Metals surface paints.
Major Products and Services

 Industrial coatings: Protective coatings, Floor

coatings, Road markings.

 Ancillaries: Wall primer, Acrylic Wall Putty, Exterior

Wall Putty, Wood Primer.
 Made a foray in automotive paints in 1997 with a joint
venture with PPG Industries – known as PPG Asian
Paints.

 They manufactured automotive body coatings and

Plastic coatings.

 Paint brands owned by the company are: Ace & Apex, Apcolite,
Apex, Apex Ultima, Asian Paints, Colour Next, Premium Gloss Enamel,
Royale, Royale Play, Touchwood, Tractor Emulsion, Utsav.
International operations

 Asian Paints operates in 17 countries across the world. It

has manufacturing facilities in each of these countries and is
the largest paint company in eleven of these markets.

 The countries that Asian Paints has presence are as follows:

1.Asian Paints in South Asia (India, Bangladesh, Nepal and Sri Lanka).
2.SCIB Paints in Egypt.
3.Berger in South East Asia (Singapore), Middle East (UAE, Bahrain
and Oman), Caribbean (Jamaica, Barbados, Trinidad & Tobago).
4.Apco Coatings in South Pacific (Fiji, Tonga, Solomon Islands and
Vanuatu).
5.Taubmans in South Pacific (Fiji and Samoa).
VISION

Asian Paints aims to become one of the top five

Decorative coatings companies world-wide by enlarging
its expertise in the higher growth emerging markets.
Simultaneously, the company intends to build long
term value in the Industrial coatings business through
alliances with established global partners.
MISSION

To provide paints as per market demand, ensuring

desired level and quality of customer (dealer) service,
continued availability of the right product mix of right
quality at the right time.
To meet this needs of the customer :

 Asian paints reduced the cost of the raw in order to reduce the
cost of the paints.

 Established an advertising strategy which created an emotional

touch among the customers.
All these strategies helped them in creating a “Brand Image” for
their products among people and people started realizing the need
for brand conscious in this industry.
 Umbrella Brand

 Products like Apex emulsion, Royale interior emulsion, Apcolite and

Touch wood had high recall among the customers.

 Logical to promote their corporate image and all the brands under their
umbrella brands - Brand Portfolio
The umbrella branding policy encompassing all its products and
services.

 New visual identity that establishes the company name as the

dominant
 Campaigns(advertising)

Gattu, the mascot

Gattu, the mascot for Asian Paints was created by

cartoonist R.K. Laxman in 1954. Soon Gattu, with his

"shock of black hair eternally dangling over his right

eye", became popular and remained so for many

decades.
 “Celebrate with Asian Paints”

 Asian Paints undertook a consumer research to understand perception of

consumers about the product category.

Consumers felt that paints could :

 Change the mood of the space

 Sign of festival and plenitude

 It could make a gloomy place bright and pleasant

 These campaigns effectively enhanced the brand equity of Asian Paints

 Established itself as a premium brand

 Ensured an emotional connect with a brand in a low involvement

category
 Logo Change

 The logo was changed to a contemporary up market one designed

by Enterprise IG based in Singapore.

 The logo/design was to convey self-expression, sophistication and

Technology.
 "Har Ghar Kuch Kehta Hai“
"Every Home has a story to tell”

 The campaign established brand laddering up as a premium emotional brand.

 The insight is that each color has a story to tell.

 Abhijit Avasthi, Group Creative Director, Ogilvy & Mather sheds light on the thought
process behind the commercial:

“Brings alive the role of color in home decor. The aim is to tell people how color fires
the imagination.”
 "Har Rang Kuch Kehta Hai"
"Every Color has a story to tell”

Is the newest campaign the comapny is planning with O&M.

The brand is so serious about the color that it has tied up with IIT
to explore new colors and conduct research on colors.
 Add Colors to your Life

a COLORFUL Thank You ;)

SHAHID AKHTAR