Asian Paints Design & Branding COLOUR WITH ASIAN PAINTS by Fitch

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Industry Paints, Paint Brushes, Adhesives
Media Design & Branding
Market Singapore
Agency Fitch
Creative Director Darren Watson
Photographer Jonny Lang
Released September 2011

Credits & Description

Category: Permanent Retail
Advertiser: ASIAN PAINTS
Product/Service: PAINTS
Agency: FITCH
Vice President/Sales/Marketing: Amit Syngle (Asian Paints)
General Manager/Marketing: Satish Kulkarni (Asian Paints)
Marketing Manager/Retailing: Rajat Avasthi (Asian Paints)
Group Brand Manager: Karan Rai (Asian Paints)
Creative Director: Darren Watson (Fitch)
Associate Design Director: Mariani Manja (Fitch)
Associate Client Director: Jessalynn Chen (Fitch)
Production Manager: Shiok Mei Chai (Fitch)
Project Manager: (Inprojects)
Digital Execution: (Experiential Design Lab Delhi)
Lighting: (Lighting Design Partnership)
Main Contractor: (NSA Delhi)
Photographer: Jonny Lang (Real Spirit)
Videographer: Mark Moreve (Real Spirit)
Media placement: Permanent Retail Store - Connaught Place, New Delhi - 1 September 2011

Describe the brief from the client
For the city of New Delhi, Asian Paints wanted to create an inspirational and educational colour experience that offers a highly interactive and personalised colour solution for each and every customer without selling a single tin of paint!

Describe the challenges and key objectives
In India, customers are scared of colour when it comes to home decorating and find it a confusing and complicated category. Asian Paints set about changing that, encouraging customers to be more confident with colour in their home decor. They seek decor solutions that are personal to them and their homes. The experience helps customers create and own their decor project, making it happen in their homes easier.
The overall ambition was for the stores to de-mystify the category and remove the hassle, and to help position Asian Paints as the 'ultimate colour and decor experts'.

Describe how you arrived at the final design
In response, we created a colour playground where customers could interact and learn what colour can do for their homes with:
Colour cloud - dramatic light installation that helps customers switch off from anxiety around the category
Inspiration dashboards - customers interact and learn in each room set
Colour 3D - customers play with painted cubes to test combinations on screen
Colour RFID card - customers collect ideas on an interactive card and take them home in a colour magazine
The store takes this interactivity further by inviting shoppers to help drive its content, through a series of feedback devices located throughout the store.

Give some indication of how successful the outcome was in the market
The Colour experience has fundamentally changed the Asian Paints brand; they are now the home and décor experts in India. The results speak for themselves – 35% increase in sales by selling many tins of paints in adjacent stores.