Our brief was to reach out to our consumers in small towns of India and present to them our home décor services. This brief was crafted out of an insight that there were over 35 Million searched on home décor and related categorical keywords.
For example, keywords such as the following were typed in Hindi in the search bar:
But the solution to this was an ad in English that led to the lead generation page of Asian Paints website, which was also in English. This led to heavy dropouts on the first page of the site.
In India, Asian Paints is a leading home décor brand. Over the years, Asian Paints has been increasingly relying on Digital to drive business towards their Home Solutions business. However, we noticed that the primary business was being driven from Urban India.
We wanted to urge our consumers in smaller markets to drive business for us. In order to reach them, our objective was to reach out to these consumers on their favored digital platform in their language.
Our solution was to strategically yet unobtrusively connect with our consumers in their preferred language, Hindi, and on their preferred digital platform, Google Search, to provide a complete journey of home décor solution.
The following are the stages that led that helped us bring the idea to life: