ASIAN PAINTS

IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES

Its commercials still bring smiles to millions in India. But the energy has visibly faded!

Remember ‘Gattu’ – the mischievous little boy with a paint brush, mischievous and willing to paint your whole neighbourhood in bright shades? He’s been replaced by Asian Paints which has undergone a serious makeover, but their commercials have remained – just the way Gattu was – full of life and mischievous! With a firm focus on innovative offerings, employing supreme quality schemes and possessing a wide distribution network, Asian Paints has truly become a brand to reckon with! Then came along the ‘Chotte Nawab’ commercial which once again brought to surface the perky character hidden behind the brand. Ads, be it ‘Waah Sunil babu’ or ‘Har rang kuch kehta hai’, have worked their magic with the timetested formula of subtle humour juxtaposed with an innocent appeal. Speaking on its branding efforts, Abhijit Avasthi, Group Creative Director at O&M states, “While the communication ‘Har ghar kuch kehta hai’ is emotional, the work on Apex Exteriors is always product centric and humorous in the manner of ‘Wah Sunil babu badhiya hai’ and ‘Chote Nawab”. But somewhere with time, the brand hasn’t lived upto the mark when it came to communiqué, no more exuding the same energy and expectedly fell 18 spots to the 61st rank for 2007. But then again, as even Gattu would agree, we are talking of a six decade-old grizzled veteran who for sure knows how to fight (paint?)

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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