Asian Paints was coming up with a launch of their mass & budget brand, ‘Tractor Emulsion’. It is a plastic paint which is targeted to small towns of India. Through our commissioned research we identified that there is a painting cycle of 6 to 12 months that exists in these markets. Wherein consumers go for low cost 'chunna' or distemper and they keep repeating this cycle.
The task for us was to build relevance for paints and thereby grow the category by recruiting these consumers into emulsions.
TV has become a window to an urban-life for consumers in small town. But when it comes to beautiful-homes, most of the times what they see on TV, seems too good to be true. Even if they want to replicate it, they lack resources/ knowledge. To bridge that gap between reality and dream, on television we co-created a first-of-its-kind original content (multiple two-minuter short stories), on a repeat programming channel - Star Utsav; called ‘Nishaji kay Nuske’. The character, Nishaji became representation of modern India living in these smaller-towns that speaks about what Asian Paints stands for in today’s age. Asian Paints setup this unique-platform to handhold people to a better-living even with the most basic amenities right in their homes. We noticed that people binge-watch TV for daily-soaps. Therefore, unlike in case of a TVC, we wanted to enter their lives without causing any disruption i.e., by replacing interfering commercials with short-stories.
• We reached out to over 12 million of our consumers, residing in the heartland of India, with our short stories.
• Brand total awareness increased from 80% to 87%
• Brand with a very memorable storytelling increased from 63% to 74%
• A paint brand, that’s a leader in the category increased from 67% to 70%
• Asian Paints provide value for money paints, increased from 69% to 78%
The show ‘Nishaji kay Nuske’ is now so popular that it has now become a fulltime property on Star Utsav.
