Case Study - Asian Paints

Asian Paints, India's number one player in the paint industry, wanted to stimulate a deeper emotional connection for customers with different paint colours. Using mobile interactivity as an integral part of the creative for the nationwide television campaign helped achieve this.

Objectives

• Building of the Asian Paints brands
• Position paint and colour as an integral part of the consumers' life
• Give consumers a convenient and instant medium to interact with the brand

Solution

A SMS based contest element was added to the television campaign creative. Consumers were asked the question "What is the color of love?"; they where then asked to SMS Red, Blue or Yellow to the short code 3636 to participate in the contest.

Results

Over an 8 week period the campaign generated over 9000 SMS responses.