Asian Paints Adhesives TruGrip Ultra: Ensuring the Furniture's Vow of Silence

Indian furniture glue Asian Paints Adhesives TruGrip Ultra needed to grow sales, consideration and engagement to compete with the dominant category leader, so it ran a WhatsApp campaign to connect directly with its trade audience.

Campaign details

Brand: Asian Paints Adhesives TruGrip UltraBrand owner: Asian PaintsAgency: McCann WorldgroupMarket: IndiaIndustries: SundriesMedia channels: Events & experiential, Online video, Point-of-purchase, in-store, Product sampling, Social mediaBudget: 500k - 1 million

Executive summary

In India, the largest entry barrier for a new entrant in the furniture glue category is Fevicol. The brand is so dominant the category is referred to as ‘the Fevicol category’. As a challenger, Asian Paints Adhesives TruGrip Ultra had to break Fevicol-induced indifference. Rather than being another solid-bond expert, it became a tool...

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