Nurturing Brand Equity!!


logoCould anyone have had envisaged, 3 decades ago that a commonly used wall paint could be held so close to the heart by being advertised and portrayed in such an outstandingly creative manner? To position a product which apparently could have been simply perceived as a low feel, high thinking product on the FCB grid was indeed a herculean task impeccably executed by Asian Paints.

Starting from the copper blue turban stealing the fancy of the young woman: ‘mera wala blue’ to the latest heartwarming army personnel custom painting a room in his house to make his newly wedded wife feel at home reinforcing the- ‘har ghar kuch kehta hai’ campaign – one thing that has remained same is the ‘happiness’ factor that has helped the brand to consistently rebuild and reinvent its brand equity through a strong customer connect.

Asian Paints has been a branding stalwart which has planned its promotions, advertisements and publicity in a way that the rational and emotional appeals are interspersed to nurture the psychological sentiments while also snowballing its core competency of being durable and possess superior quality. Amit Syngle, President – Sales& Marketing, Asian Paints recounts -”We were misunderstood when we announced Gattu’s departure from the logo”; however, it also did away with its age old association with the ‘Gattu’ through a well carved out rebranding plan. Asian Paints sparks off offering a wide array of flamboyant colors with its mission to help build a HOME fulfilling the whims and fancies of the average Indian consumer to showcase the customer personality.

Asian paints also made a strategic move by observing the trend that people usually recolor their homes before a wedding, festival or an occasion. It went ahead towards striking a joyous chord taking into account the festive spirit deeply ingrained in the Indian ethos with the ‘khushi ke rang’, and no wonder, its sales triumphantly soared higher! The recent trend?- with their ‘Color with Asian Paints’ stores they emphasize on living up to it through a customer experience program!

A true marketing lesson!

There indeed is a color associated with every beautiful memory and that s the joy of life!

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Punyatoya Panigrahi

Cheerful,effervescent and ebullient!! Formerly employed with TCS and currently pursuing PGDM in HR and Marketing at International Management Institute, Bhubaneswar. She loves travelling, freelance writing, anchoring and nature tracking.

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