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Asian Paints Leveraged Social Media Marketing For Its “Tag A Friend Holi Campaign”

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asian-paint-logoAbout Asian Paints

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.140 billion. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings Limited, SCIB Paints and Taubmans.

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 includes decorative paints, industrial coatings, and ancillaries.

In the year 1997 with a joint venture of Aian paints with PPG Industries is called PPG Asian paints. The company manufactures body coatings and plastic coatings. The paint brands owned by the company are, Interior products such as – Ustav,Tractor Emulsion, Premium Emulsion, Appcolite Advance, Royal luxury Emulsion, Royal shine, Royal luster, Royal sensation, Royal Glitter, Royal Aspira, Royal play, Royal play neu, Stucco, Dune, Safari, Textile, Kids world etc. The Exterior products such as Ace, Apex, Apex ultima, Ultima protek, Ultima metalics, Ultima vibrants, Colour Next etc. and Wood & Metal paint & polish such as Premium glossy enamil, Satin enamil, Touch wood, Melamine, Pu Aqadur, Pu Polish, Polyester etc.

Forbes Global magazine USA ranked Asian Paints among the 200 Best Small Companies in the World for 2002 and 2003 and presented the ‘Best under a Billion’ award, to the company. Asian Paints is the only paint company in the world to receive this recognition. Forbes again has also ranked Asian Paints among the Best under a companies in Asia in 2005, 06 and 07.

Indigo Consulting is a marketing and technology agency providing measurable, result-oriented website development and online marketing solutions.

The two main campaigns of the Asian paints are “Gattu, the mascot” (1954) and “Logo change” (2002). Gattu the mascot for Asian Paints was created by cartoonist R. K. Laxman in 1954 it last for four decades then in 2002 O&M (Ogilvy & Mather) done rebranding of Asian Paints. It has changed the logo of Asian Paints to a contemporary upmarket, the logo design was to convey self expression, sophistication and Technology and it was started wonderful positioning strategy by O&M.

Business Objective

To increase the brand awareness through social media marketing tools and to save water by engaging users in a game of virtual Holi however still allowing them to celebrate with family and friends all over the world. The aim behind this campaign is to form a self-sustaining, viral, consistent and in accordance to the brand promise of “Save, vibrant colors for your spaces”.

Implementation Details/ Strategy Adopted

“Tag A Friend Holi” is a Facebook application which enabled user to play a virtual or online Holi. This application had provided them tools to customize their profile photos of by splashing with choice of tools i.e. Pichkari, balloon, hand and color palette by Asian Paints. Once the participant had finished splashing a friend’s picture was then shared and published on their walls along with a personalized message therefore setting off a viral effect. The application also functioned as a contest encouraging users to participate and compete with each other to win an ipod nano. As Facebook has more than 1.23 billion monthly active users, 945 million mobile users, and 757 million daily users. It is good to engage people of this platform with an application which will help brands to catch more eyeballs and send acrosstheir messages. The Asian Paints brand message of “safe and vibrant colours” along with the social message of save water is successfully touched many lives through the output of this campaign.

Results Achieved

Success was evident and the fun factor of the app was its biggest selling point. For 8 days from 26th February to 5th March, 2010 the application added:

  1. 16,755 monthly active Facebook users·
  2. 924 Facebook fans·
  3. 334 is the highest number of victims by 1 person·
  4. 23,819 times the app was successfully played·
  5. 1,59,914 page views·
  6. 67,434 unique page views·
  7.  10,000 monthly active users within the first week·
  8. The application was played extensively amongst users from India, USA and UK, with the· most active users are from the cities of Mumbai, Bangalore and New Delhi.
  9. The application met the need of users separated by distance to play Holi with family and· friends across the world via the social media network. It has sent across the message of the Asian Paints brand message of safe and vibrant colours. It also brought to light the eco-friendly message of involving water conservation and saving countless gallons of water. The incentive to win an iPod nano inspired larger user participation.
  10. It can be more successful if the lastingness of the application would not be restricted due· to the duration of the festival of Holi.

“Tag -A -Friend -Holi” also won the Social Network Standard of Excellence from the Web Marketing Association’s Web Award competition in 2010

Credits: asian paints, wikipedia, indisocial, socialsamosa, slideshare

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