Asian Paints urges Mumbai to try out different styles
by Dharm Patel Marketing | October 22, 2014 | News
Asian Paints Encompass
Encompass, which has been sharing a good relationship with Asian Paints for over a decade, recently managed the ‘Colour Mumbai’ activation on Oct. 11 and 12 at Infiniti (Malad) in Mumbai.
Asian Paints conducted the activity because it thinks that paint consumers tend to be a lot more cautious when choosing their wall colour - choosing more whites and pastels than other colours. Contractors also tend to suggest the ‘safest’ colours which they are confident about, having tried and tested them over the years. This restricts the usage of colours and experimentation to a large extent. The campaign aimed to enable consumers to choose more colours and patterns without fear.
Encompass’ task was to enable expert help on colours at every turn to the consumer using fun and engaging challenges as a medium; drive consumers to use colours instead of whites/neutrals; highlight the Ezycolour Consultation Service and get consumers to SMS ‘COLOUR’ to 56161.
The activation engaged consumers in various colour challenges that aimed at creating awareness around colours and enabled consumers to make colour choices without any hesitation or doubt. The setup was designed such that consumers could choose the walls basis the different colours on them, put them together to form a corner and then decorate the corner with a look they thought best. Props such as an elegant chair, lamps, rugs, show-pieces etc. were available to them for the same.
To make this activation even more interesting for the consumers, Encompass involved the well-known speed painter, Rabin Bar, to create unique art pieces for the consumers around their signatures and also engage the eyeballs with his skills.
Commenting on the activation, Zashank Bhatia, Senior Manager – Encompass Mumbai, said: “Once again, Encompass was faced with the challenge of conceptualising an innovative activation that would attract the right audience for a service, which by itself, is extremely unique. This concept for the mall activation was not like any regular one and had a fair bit of complexity in terms of design and execution. Looking back, I feel we’ve hit the right nail on the head. We look forward to more innovation with Asian Paints!”
The on-ground campaign is currently being amplified via in the digital space, and prior to the activity via radio, with the aim to help more consumers choose colours without fear.
Encompass was appointed to manage the two-day ‘Colour Mumbai’ activation at Infiniti Mall.