Asian Paints: TruStar Sandpaper – Mr. Perfect Parimal

Paint brand, Asian Paints, targeted a trade audience with its lighthearted brand videos to grow sales in India.

Campaign details

Brand: Asian PaintsBrand owner: Asian PaintsEntrant company: Tonic Worldwide MumbaiIdea creation: Tonic Worldwide, MumbaiMarket: IndiaSector: Home improvementMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Over the years, Asian Paints has always enjoyed being the market leader when it came to decorative paints and home decor, but the brand faced a challenge in creating high brand preference for its range of painting accessories and tools because the use of these products are highly functional and the painters and contractors hardly pay...

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