Strategic Expansion
Asian Paints is making significant inroads into India's rural markets with the introduction of their new product, Neo Bharat Latex Paint. Launched on April 15, this affordable paint aims to attract homeowners who are looking for quality but are constrained by budget.
Product Features
The CEO of Asian Paints, Amit Syngle, emphasized that the new paint allows a two-room set to be painted for just Rs 5,000. It offers a superior finish, better coverage, and improved washability compared to traditional distemper and local competitors. This move is set to challenge the unbranded paint segment significantly.
Celebrity Influence
To boost their rural marketing strategy, Asian Paints has enlisted cricket star Virat Kohli. Kohli's dynamic persona and broad appeal are leveraged to connect with the aspirations of modern Indian consumers, particularly in smaller towns.
Marketing Approach
The first advertisement features Kohli at a local cricket event, enhancing the product's visibility and appeal through relatable scenarios. The ad ends with Kohli recommending Neo Bharat Latex Paint, effectively linking everyday triumphs with the brand.
Comprehensive Campaign
In addition to Kohli, Asian Paints employs other celebrities like Deepika Padukone and Ranbir Kapoor for their premium products, ensuring a diverse appeal across different market segments. The company utilizes television and digital platforms to maximize reach, with special emphasis on engaging local communities through festivals and markets.
