Categories Name : COMMUNICATION

Sub-Category : Best Use of Integrated Marketing Campaign

Entry Name (Campaign) : Spotlight of India

Results

For the first time in the history of KBC a special ON-AIR episode was dedicated to the brand. The CEO of AsianPaints was on the Hot seat. The audience was exclusive to Asian-Paints-dealers who competed against-each-other in driving sales. The moments were captured as the “Spotlight-Moment-of-the-Day” In Bengal, a special event was organized between top-dealers of the market and the celebrity judges of Dance Dance Junior to bring alive ‘Spotlight moments’. An actual spotlight hovering on the paint bucket, took away the spotlight from glamorous Deepika Padukone to the brand. TOI Masthead changed to “Spotlight-of-India” declaring it on Asian-Paints-Royal-Glitz. During the High Cluttered festive period, TOMA of Asian Paints grew from 65 to 72. Spont awareness grew by 500 o The persuasion scores to purchase the brand from 85% to 96% Brand imagery - Recommended by industry experts saw a rise from 51% to 64%