Brand: Asian Paints
Lead Agency: InMobi
Asian Paints, a market leader in paints since 1967, wanted to create awareness about AP Homes, its first multi-category home improvement store. The brand decided to enter the $6 billion Home Decor market (estimated growth by 2020) by launching AP Homes. The brand wanted to find the most effective way of reaching millions of people in India. The high mobile penetration is enabling brands to target consumers and build a better understanding of consumers. Therefore, Asian Paints decided to adopt a mobile-first strategy to reach out to consumers in select locations and drive more footfalls by directing the consumer to the nearest AP Homes store.
The brand focused on targeting consumers in two main locations in India - Raipur and Coimbatore. A huge part of their targeting strategy involved reaching out to users that frequented places of interest such as high streets, malls, and home improvements stores. With the brand known for holding luxury offerings, it looked to target consumers with medium to high income and residing in high-end upscale apartments. Target audiences included people who were known to have visited home decor stores in the past.