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Asian Paints Leveraged Digital Marketing For ‘Har Ghar Kuch Kehta Hai’ Campaign

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About Asian Paints

Asian Paints is India’s  largest paint company and ranked among the top ten Decorative coatings companies in the world with a turnover of INR 77.06 billion. Asian Paints along with its subsidiaries have operations in 17 countries across the world with 23 paint manufacturing facilities, servicing consumers in 65 countries through Berger International, SCIB Paints – Egypt, Asian Paints, Apco Coatings and Taubmans

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Business Objective

After over 70 years of being known as a paint manufacturing company, Asian Paints had made a radical transition to a home décor and design solutions brand. Through their innovative web and mobile strategies, Asian Paints had firmly established itself as a companion to the customer on the home décor journey, right from inspiration to implementation. The brand now wished to take this one step further by engaging directly with the consumers on the social space.

Approach / Strategy adopted by Asian Paints

Asian Paints adopted a new positioning in ‘Har ghar kuch kehta hai’ . . With ‘Har ghar’ ASIAN PAINTS” Digital Colors understood and built on people’s emotions for their home and their aspiration to be house-proud. Paints are supposed to be a logical category whereas homes are very emotional places and that’s exactly what the campaign.We couldn’t have put it in a better way! Ideas come from everything. On Ideas Engine, you can explore unique decor ideas from our experts and share your ideas with others too! Your Home can’t Speak without ASIAN PAINTS” Digital Colors.

har ghar kuch kheta

ASIAN PAINTS” Digital Colors  is all about, and it is, to an extent, the central theme around which the social media strategy of the brand revolves both on Facebook and Twitter (see the first image to understand how the brand is using color). The brand also stated focuses on home décor, which is a natural turf for the brand (see the second image). Overall these are the two coordinated around which social media activities of Asian Paints revolve. In order to get a clearer understanding of what these activities are and how they perform on these two coordinated, let’s move further and do an independent study of Asian Paints activities on Facebook and Twitter.

 happy fridayhome decor
Both the mediums are used to engage the Target Audience. And it can be clearly seen Asian Paints wanted to move ahead of the tradition of being a Brand known for its colors and wanted to enter into a new domain of Home décor by connecting colors with emotions and emotions with the house we live in.

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Asian Paints Website

Apart from Social media engagement , they also brought a contest on their website (https://www.asianpaints.com/campaign/hgkkh/index.aspx) where the Audience was asked to share their Home stories and Vote for the best stories uploaded by other uses , based on votes the top stories were selected and gift were given to the Authers/Uploaders .

This way not only did Asian Paint target the audience who would be interested in share their memories/experience/stories about the house but also called in people who love to ready . Thus all in a a complete Audience engagement Programme.

stories

Results achieved by Asian Paints

For Facebook as of today Asian Paint has 1,052,470 likes and counting, The Average like per Post id 61 and the Average Comment per post is 7.

V/S Competition 

Though Asian Paints have been putting in all their efforts and have been growing in terms of reach and engagement but when compared to their closes Competitor Nerolac Paints the are far behind .

graph

Learnings

Color is a powerful theme to build one’s social presence around. It has many meaning and it can offer myriad ways, should one care to look for. Failing to use such a strong theme, which is the core of the company, to generate online buzz is sad. Asian Paints should do some serious thinking on its social media plan, particularly on the content part of it because on this front the brand needs to work a lot harder. The brand also needs to drop its logo from the bottom of all the images it posts on social media. It looks awkward.

Also in Terms of ASIAN PAINTS” Digital Colors Home decor they have recently added the engagement with an emotion context of “Har Ghar kuch kehlata hai “ this is also serial that has being getting popular in Television and this should be leveraged into the social media domain to draw in more attention .

In conclusion, I’d say that the brand has failed to capitalize on the opportunity provided by the number of dedicated fans it has and the theme it could naturally use. The team needs to look back to social media fundamentals to strengthen its presence for digital colors.

ASIAN PAINTS” Digital Colors with decorative home and every people connect with digital colors,People can change thinking for new digital trend with colors.

Learning is an integral part of the culture at ASIAN PAINTS” Digital Colors. Here we believe that learning is best achieved by observation, experimentation and reflection.

Image Credits: Asian Paints

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