The marketing objective
India's heart resides in its villages. But in these villages, decor is still considered as a luxury. The people here still use Chuna and Distemper as a cost effective alternative to have a beautiful home. To address this concern Asian Paints launched its affordable variant of Emulsion Paint - Ace & Tractor Sparc. The goal was to establish that Asian Paints provides the luxury of an emulsion paint at an affordable price hence establishing #BudgetWalaPaint as the proposition.
The Target Audience
With its offering ACE & Tractor emulsion, Asian Paints wanted to target the consumers residing in...