ASIAN PAINTS

HAR GHAR KUCH KEHTA HAI

 Group Members:

 Hafiz Patel 28
 Huzefa Khambatti 32
 Jamila Udaipurwala 40
 Nawaf Ghansar 70
 Qasim Ladiwala 89
 About the ad
 Buying a home is an emotional decision:
 By connecting to the consumer emotionally rather
than just at a functional level, the campaign makes
paints an inherent part of consumers’ lives

 Brand stature:
 The brand stature was already high but this
campaign pushed it up a few notches
 About the ad
 Short-term impact:
 It increased salience and top-of-mind recall for the
brand. It was an excellent piece of communication that
resonated with consumers and moved people
emotionally.

 Long-term value:
 It increased preference for the brand. Asian Paints
moved from being a trusted brand to a loving and
trusted brand
 It helped the brand evoke a sense of warmth in the
consumer’s heart.
 BRIEF
Why are we communicating?
 Top of mind Brand Recall
 Promote variety of colors, themes and textures
 To resonate with consumers

What message we want to communicate?

 We care for your home
 We have large product portfolio with variety of colors
that suits the taste of every member of your family
 BRIEF
Who is your Target Group?

 Region: India, urban population 

 Occupation: Service/working professional/self-

employed 

 Gender: Female 

 Social class: Upper Middle and upwards 

 SEC: B and upwards

 BRIEF

What is the positioning of brand?

Leader in the segment, delivering premium

quality products
 BRIEF
What are the insights?

 People want to be around what they like

 They like to be connected with what they like
and also want to be in such an environment
 The color of the walls describes what they are
and what they like
 There is a lot of thinking that goes into
selecting a color and there are feelings attached
to it
 BRIEF
What are the Deliverables?

The main deliverable was television commercials

 BRIEF
Brand Personality

 Male, 28, contemporary, education and skills

 Pioneering and path breaking
 Experimentive and adventurous
 Individualistic, successful, has quality
 Indian with a Global outlook
 Sociable and has integrity
 Kind of person who takes complete responsibility for what
he does
 Always on time, he is a friend, philosopher and a guide to
people who are known to him
 Brand Attributes
 Trust  Paint
 Happiness  Home, Industrial, Automotive
 Sense of belonging  Festivals
 Emotions  Premium
 Psychological & social needs  Variety of colors
 Environment- Green Productivity  Possession
 Lasting Beauty- Durability  Care
 Regional empathy  Family
 Home décor- social trend  Personality (Har Rang kuch kehta
 Customer Service (next slide) hai)
 Quality with zeal  Style
 Innovative  Textures
 Unique (Har ghar kuch kheta hai)  Themes
 Decorative
 Protection (Teflon Sheet)
Red Spider Model Social
needs Home
Decor

Family

Paint
s
Quality
with zeal

Long
Weather Lasting
Proof
Rug
ged

Innov
ative
Emotion
s
 Social
needs
Hom
e
Decor
Re-positioning
Family

Paint
s

Custome
r Service

Weathe Long
r Proof Lastin
g

Rugge
d

Quality
with zeal
Innov Emo
ative tions
World of Colors