Colour Academy: Saroj, The Leader

Prem Narayan, Vipasha Bhuptani, Sumana Suresh and Amrita Basu

Paint brand Asian Paints used a multichannel approach to drive admissions to its Colour Academy and make painting a desirable and respectable profession in India.

Campaign details

Brand: Colour AcademyBrand owner: Asian PaintsLead agency: Ogilvy & Mather, Asian PaintsCountry: IndiaIndustries: Home improvementMedia channels: Email marketing, Mobile & apps, Online video, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Asian Paints is the market leader in the Indian paints market. It makes great paints, but the end outcome for the consumer is a "beautiful wall" and that depends as much on the "painter" as on the paint.

This is where the challenge was. Not many people want to be a...

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