A brighter mood, a brighter tomorrow at Asian Paints Mumbai, July 23, 2002: Its my dream to help create homes
that rejuvenate and revive the hearth which one longs to come back to, said Mr. Ashwin Dani, Managing Director and Vice-Chairman of Asian Paints. Efforts to live this dream had begun a few years ago. Drawing boards were revisited. New concepts were tested. Asian Paints moved from being just another paint company to becoming the one company that created homes. A number of initiatives were launched to adopt this change in approach - which, as we shall see, is also well brought out in its new logo, its brand colours, its products packaging - all comprising the new visual identity of the company. In the meanwhile, consistent innovations had followed the companys dream. The advent of Colour World, for instance, was a revolutionary concept. A complete shopping experience selecting from over a thousand shades to interactive paint-your-home software to the actual choice of paint in over 2500 dealer locations across the country. This was followed by Asian Paints Home Solutions a hassle-free painting service in which Asian Paints takes over the entire job of painting ones home, from start to a smooth finish. In the President, Mr. P.M. Murtys words, With a growing trend towards nuclear families across the country, individuals are paying more attention into the making of a home. As we see it, the home is an extension of an individuals personality and needs to make a statement about him. It is no longer just a place where you live, but is a personal sanctuary...With whose creation one is deeply involved. And Asian Paints intends to be an integral partner in its creation. Extensive research and consumer feedback has helped the company re-think some of its key strategies. Apart from working on more company brand-centric offerings, it was felt that a change in the logo and packaging was a must. Mr. P.M. Murty remarked, An important learning from our research showed that in our industry, the company brand is the center of the universe. Henceforth, we will adopt this approach in all forms of communication. A good example of this can be seen in our packaging, where the new logo has received a lot of weightage. The new logo of Asian Paints reflects every bit what the company intends to be. Innovative. Friendly. With-the-times. Trend-setting. Fresh. The red and yellow colours are warm and talk of an international outlook. The letter p, which is in the form of a brush stroke, symbolises the companys dynamic and progressive attitude. In the area of packaging, the look is set off by the use of contemporary and international colours. The drip, while adding synergy to the packaging, gives a strong family resemblance to the entire array of packs. This change in approach is also reflected in the new Asian Paints advertising campaign Har Ghar Kuch Kehta Hai a campaign which reflects the mood of home creation that the company talks about. Mr. Dani said, Let me add that this change of visual identity is a big step that Asian Paints has taken - a big step towards achieving the dream of creating beautiful homes.
Copyright Asian Paints.
Note to the editor: Asian Paints (I) Ltd, APIL, is the market leader in the decorative segment in the paints industry with over 26 per cent market share of the total paint market in India. It has the largest dealer network among paint companies with 14,500 dealers across the country. Its products are available in nearly 3,000 towns with an extensive presence in the 10,000+-population category. Asian Paints (I) Ltd. offers an extensive product portfolio spanning all categories in the paint market, which includes metal finishes, wall finishes, wood finishes and ancillaries comprising of primers, putty, etc. The APIL brand portfolio consists of familiar household names like Apcolite (a metal and wall finish), Tractor (a popular distemper and emulsion range), Utsav (an economy distemper and enamel range), Royale (a premium emulsion), Apex, Ace & Elastomeric (exterior emulsions) and Touchwood, NC, PU & Melamyne (wood finishes).
Copyright Asian Paints.