Promotion Strategy

Advertisement Analysis
of

Guidance of:
Prof. Manoj Motiani
Prof. Vaijayanthee

Team Members:
Indian Institute of Management Sirmaur • Samarth (PGP04087)
• Amal Shareef PI (PGP04099)
Rampur Ghat Road (H.P.)
• Chirag Soni (PGP04100)
 Ad Journey
Introduction Brand Theme (Hyperlink attached to all Content Analysis Impact of Marketing References
Videos)

Headquarter Mumbai
Industry Chemicals
Products Interior Walls
Exterior Walls
Waterproofing
Metal Finishes
Wood Finishes Since its foundation in 1942, Asian Paints has come a long way to
Adhesives become India’s leading and Asia’s fourth largest paint company, with a
turnover of Rs. 170.85 billion. We operate in 16 countries and have 24
paint manufacturing facilities in the world, servicing consumers in over
Brand Deepika Padukone
65 countries.
Ambassadors Nawazuddin Siddiqui
Ranbir Kapoor
Saif Ali Khan Vision:
Rahul Dravid Asian Paints aims to become one of the top five decorative coatings
Soha Ali Khan companies world-wide by leveraging 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
Mascot Gattu: A mischievous boy with
established global partners.
a paint bucket in his hand
 Ad Journey
Introduction Brand Theme (Hyperlink attached to all Content Analysis Impact of Marketing References
Videos)

Campaigns:
• Mera Wala….<color>
• Har Ghar Kuch Kehta Hai
• Home Solutions
• The Great Indian Home Makeover
• Where the Heart Is
• #PeopleAddColour
• #SeeColoursBetter
• #HomesNotShowrooms
• #DonateAWall

Recent Ads shifted focus towards features highlighting: The Ads contained life moments of joy and happiness as:
• On time painting • Returning Home after long time
• Ease in Painting Process • Welcoming new members
• Making cleaner air • New Purchases
• Anti-bacterial Technology • Family Reunion
 Ad Journey
Introduction Brand Theme (Hyperlink attached to all Content Analysis Impact of Marketing References
Videos)

1992 1995 1996 2002

2017 2013 2010 2007

2018 2018 2018 2019

 Ad Journey
Introduction Brand Theme (Hyperlink attached to all Content Analysis Impact of Marketing References
Videos)

What kept Constant:

• As the basic theme to connect, all Advertisement Videos had a thoughtful contrast and combinations of vibrant
colour!!
• Mostly all Ads depicted family and extended family with members from at least two generations (i.e. Children to Young
Generation to the Older Generation).
• The Ads were launched in various languages to maximize their reach.
• The theme behind all ads revolved around typical Indian household and lifestyle
• The background music is chosen specifically that brings good vibes and energetic touch
• All Ads concluded with a catchy tagline/slogan that was used to associate with Asian paints at different instances

What Changed:
• New Advertisement (majorly post 2000) tried to subtly connect new lifestyles to the old ways of living and its richness
of the old
• The newer Ads either had protagonist as the housemakers or the earning member, as they were the target segment
• Asian Paints simultaneously launched various video campaigns to position themselves closer to the society and
depicting importance of homes in India:
• “Donate a wall” gave an idea how colors could change the way a building and locality was seen.
• “Where the heart is” emphasized the importance the home in Indian society irrespective of economic barriers
 Ad Journey
Introduction Brand Theme (Hyperlink attached to all Content Analysis Impact of Marketing References
Videos)

Chart Title
120
100
80
60
40
20
0
2005-07
2004-01
2004-07
2005-01

2006-01
2006-07
2007-01
2007-07
2008-01
2008-07
2009-01
2009-07
2010-01
2010-07
2011-01
2011-07
2012-01
2012-07
2013-01
2013-07
2014-01
2014-07
2015-01
2015-07
2016-01
2016-07
2017-01
2017-07
2018-01
2018-07
2019-01
2019-07
Kansai Nerolac Paints: (India) Asian Paints: (India) Berger Paints: (India)

Sales Growth – Increase with increased Advertisements

Google Trends
(equitymaster.com)

Market Share of paint companies in organized

market • Google Trends: Asian Paints has been able to maintain
a buzz over internet through all the years.
11%2% • Sales Growth: Asian Paints was able to overtake
15% Berger’s sales growth by increasing its advertisement
54%
quantity and quality.
18%
• Market Share: The brand has been successfully
dominating market through marketing and sales
Asian Paints Berger Paints Kansai Nerolac AkzoNobel Others
initiatives and owns majority in organized sector
Market Share in 2016 – adityatrading.com
 Ad Journey
Introduction Brand Theme (Hyperlink attached to all Content Analysis Impact of Marketing References
Videos)

Google Trends: Kansai Nerolac Paints vs. Asian Paints vs. Berger Paints
• https://trends.google.com/trends/explore?date=2004-01-01%202019-09-
26&geo=IN&q=%2Fm%2F0dgspp9,%2Fg%2F11csq0m80n,%2Fg%2F11c6sqzyj1

Asian Paints Brand Saga:

• http://www.socialsamosa.com/2019/04/asian-paints-advertising-journey-brand-saga/

Sales Growth (Slide 6):

• https://www.equitymaster.com/detail.asp?date=03/25/2004&story=2&title=Asian-Paints-Reasons-for-
underperformance

Market Share in 2016 (Slide 6):

• http://research.adityatrading.com/Reports/Kansai%20Nerolac%20Fundamental%20Report.pdf

Youtube - For all its content on videos:

• https://www.youtube.com/user/AsianPaintsIndia

Wikipedia – Basic Information on Asian Paints Limited:

• https://en.wikipedia.org/wiki/Asian_Paints
Thank You