Asian Paints: Colour experience store

This case study describes a new store format developed by Asian Paints to reposition its brand from industrial supplier to domestic, decorative paint company in India.

Asian Paints: Colour experience store

Jessalynn Chen

Campaign details

Brand owner: Asian PaintsLead agency: FITCHContributing agency: Experience Design LabBrand: Asian PaintsCountry: IndiaIndustry Paints, DIY, home improvementChannels used: Internet - general, Mobile and apps , Point-of-purchase, in-store

Executive summary

This case study describes how Asian Paints wanted to evolve their image from an industrial paint manufacturer to a consumer brand that people would trust to advise them on their home décor. As India's largest paint company and the third-largest in Asia, their products were distributed through a network...

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