Asian Paints unveils new brand identity

Recasts business to design and décor solutions to better serve the interior décor conscious Indian consumer

BestMediaInfo Bureau | Delhi | September 28, 2012

Soha Ali Khan with Amit Syngle

Asian Paints has unveiled its new brand identity and logo which reflect a more meaningful and personalised engagement with the increasing number of interior décor consumers in the home, retail and commercial segments. Asian Paints is now a complete décor and design solutions company, having also launched the first branded home painting service in the world under the brand name 'Asian Paints Home Solutions' and the colour inspiration concept store.

The new identity is expected to be rolled out over the next month at all the 5,277 critical retailer stores followed by the rest of the network.  The change was inspired by research insights that showed that:

• Upward mobility of the urban middle class has been rising quite rapidly over the past several years which has resulted in a higher involvement and willingness to invest in home aesthetics.

• The emerging professionals group consisting of double-income professionals or younger influencers such as teenagers/young adults prefer design and décor companies that assist the makeover process through color guidance, paint process guidance and related services.

• The home makeover process that includes tiling, upholstery, furniture, etc., cuts out a significant portion of the home owner's budget.  Hence, the paint category has immense potential to use color in an innovative and creative manner to provide more design and decor solutions than ever before.

Amit Syngle, Vice-President, Sales and Marketing, Asian Paints, said, “The change in our brand identity signifies our intent to establish a deeper connect with our customers as well as ensure that the Asian Paints brand is able to stir the consumer's imagination, ignite their creativity as well as expand their vision to a new vista of possibility. Our new logo conveys those elements with the flowing ribbon formation that creates the 'AP' design highlighting the easy flow, smoothness, dynamism and possibility that our solution and offerings will provide. As part of our effort in creating and managing inspiration, we go the extra mile in enabling consumers to design the home of their dreams.”

Syngle further said, “Our aim is to start our interaction with customers by providing inspiration or managing the inspiration of the customer. As part of the process we must ensure a systematic and seamless one-stop-solution for colour and décor guidance, best labour practices, on time and efficient service delivery and follow-up knowledge on maintenance of their newly painted beautiful homes, thereby alleviating the pain usually experienced in the home renovation process. Ideally the transformation of a consumer's home is where we would want to extend our partnership through products and services.”

Unveiling the new logo in Mumbai, actress Soha Ali Khan said, “The Pataudi family has had a long association and deep affinity with Asian Paints. I am honoured be a part of this momentous occasion and watch the brand go from strength-to strength and evolve as more than just a paint company. I have had the opportunity to use the brand and services of Asian Paints and I can vouch for it being a hassle-free experience.”

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