TEFLON SOLDIERS by Contract Advertising India for Asian Paints

Adsarchive » DM » Asian Paints » TEFLON SOLDIERS

TEFLON SOLDIERS

Pin to Collection
Add a note
Industry Paints, Paint Brushes, Adhesives
Media Direct marketing
Market India
Agency Contract Advertising India
Creative Director Manish Ajgaonkar
Art Director Amit Thakur
Released November 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: ASIAN PAINTS INDIA
Product/Service: ROYALE PAINT WITH TEFLON PROTECTORS
Agency: CONTRACT ADVERTISING INDIA
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: CONTRACT ADVERTISING INDIA, Mumbai, INDIA
Art Director: Amit Thakur (Contract Advertising)
Creative Director: Manish Ajgaonkar (Contract Avertising)
Creative Director / Copywriter: Madhavi Kalra (Contract Advertising)
Regional Creative Director: Raj Nair (Contract Advertising)
Chief Creative Officer: Ravi Deshpande (contract Advertising)
Media placement: Shade Cards - Stores, Giveaways at exhibitions - 12 Nov 09 (Continues to date )
Describe the brief/objective of the direct campaign.
The target audience was drawn from both existing customers and new customers were also solicited.
Explain why the creative execution was relevant to the product or service.
The biggest strength of the creative is that every single person holds onto a shade card for a long time. And it is one collateral that is never ignored.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Highlighting the Teflon protectors of Royale with silhouettes of Soldiers on the Shade card.In India, one of the primary problems that consumers face while painting their homes is shade selection. Shade cards are of great use in these situations as they give approximately 95% of how the paint colour will appear on the walls.The shade cards were placed at numerous outlets of Asian Paints. It was here that the Teflon Surface Protector's Shade cards attracted a lot of attention, as the colour tabs were not in the shape of the conventional ones.This prompted the customers to enquire about the Teflon Surface Protector and its role in protecting the wall from external damage and also wear & tear.A lot of customers also kept the shade cards with them. This was the most primary touch point to the customer. In addition the shade cards were also distributed among professional civil painters. In India, most home-owners depend on professional civil painters for colour guidance.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
There was a marked increase of over 11% in enquiries