Campaign details

Brand: Colour Academy
Brand owner: Asian Paints
Lead agency: Ogilvy & Mather, Asian Paints
Country: India
Industries: Home improvement
Media channels: Email marketing, Mobile & apps, Online video, Social media, Word of mouth, advocacy
Budget: 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 painter. It is a profession that lacks aspiration and respect.

This is a case study describing how Asian Paints made painting a desirable and respectable profession and significantly increased the number of new people enrolling at the Asian Paints Colour Academy.

Market background and cultural context