Categories Name : Enabling Technologies

Sub-Category : Best Use of UGC

Entry Name (Campaign) : Asian Paints Ace Tractor Sprac Budget Wala Dance

Results

Asian Paints launched Ace & Tractor Sparc, positioning it as #BudgetWalaPaint to highlight its cost-saving benefits. The goal was to penetrate remote and media-dark areas. An innovative consumer targeting strategy focused on experiential dominance. A life-sized house at a major mela demonstrated the cost-effectiveness of emulsion paint compared to traditional options. Large paint bucket installations at crowded events amplified visibility. The campaign leveraged MOJ for a branded hashtag challenge and used All-India-Radio for quirky storytelling. Integrations with Hello English and Jio Engage apps further reinforced the brand message. The effort maximized investment value, reaching over 1 million consumers on the ground, increasing sub-brand awareness from 40% to 58%, boosting the brand's value-for-money perception by 1900 basis points, and gaining significant organic media coverage.