How Asia’s Real No. 1 Paint became the real top of mind in India!

An international name

Nippon Paint traces its origins back to Japan in 1881, where it emerged as the pioneering paint manufacturer—the first of its kind in the nation. Headquartered in Osaka, Nippon Paint ascended to the pinnacle, earning the accolade of being ranked as Asia’s No. 1 paint company. The ripples of its influence extend across continents, captivating hearts in Asia, North America, Australia, and Europe. The essence of Nippon Paint’s expertise is encompassed within its ability to provide comprehensive paint solutions for diverse surfaces, be it automotive, marine, protective, decorative, or industrial. 

Footprint in India

For 17 years, Nippon Paint India has been an integral part of the nation’s canvas, nurturing growth and progress. It has woven a sprawling network of over 3000 depots, forming a robust infrastructure that spans the length and breadth of the country. Collaborating with a dynamic alliance of 5000-7000 dealers, Nippon Paint India resonates across different states in the country.

Rewind – 2016

To understand the paint category, we got down to some good old fashioned research 

The journey of transformation began in 2016, where a comprehensive brand assessment unfolded revealing interesting insights. The brand’s standing was characterized by minimal awareness and a modest level of recall. Though perceived as a premium entity, its communication lacked the desired resonance. 

What the research told us:

Getting Noticed: Back then, Nippon Paint’s name was like a whisper in a crowd. Some people knew, but not everyone.

Not on top of mind: Imagine Nippon Paint’s name on a list—it often appeared around the fourth or fifth spot. It wasn’t forgotten, but it wasn’t the first thing people thought of.  The brand spoke now and then, but not everyone heard it. 

How People Saw It: Nippon Paint was perceived as a premium product. People were aware it was a good, top-quality brand.

Celebrities and Confusion: Celebrities endorsed most of the paint brands but here’s the twist—many people didn’t connect them with the brand. It was a bit like a puzzle.

The research did show us the way

With a clear vision ahead, our goal was to amplify brand recall and underscore Nippon Paint’s distinct edge through its hi-tech paint technology.

But we had one big challenge

The visual landscape was dominated by competitors, who had firmly claimed visuals related to homes, painting, and domesticity. To stand out, we needed to chart a unique path in our communication strategy.

A star makes a comeback

The Blobby, an endearing and memorable character, emerged as the fulcrum of our narrative, adding a fresh and distinct dimension to our brand communication.

First up, a TVC

The pages of our storyboard came to life, as Blobby’s interactions with human characters took centre stage. A natural progression unfolded, leading to a meticulously executed shoot that captured the essence of our vision.

The animation took 4 months! We had it covered, though.  

The inception of our TVC campaign was heralded by a series of print ads that laid the foundation. These ads eloquently echoed the message that Nippon Paint was “Asia’s Real No.1.” Since the blobby animation took time (to give you some perspective, a pixar animated movie takes 5 years to make), our campaign unfolded in three phases, each meticulously orchestrated to spotlight our unique strengths.

It was worth the wait

Our TVC emerged as the magnum opus of our communication, featuring the Blobby in harmony with humans, against the backdrop of a hovercraft—a symbol of contemporary dynamism. A vibrant composition of peppy jazz music and captivating visuals conveyed the transformative power of colors on homes.

One TVC evolved into a 360* campaign

Our presence reverberated across mediums, creating a multi-faceted resonance. Dealer arches, mobile hoardings, and strategically placed POS materials enveloped urban landscapes. Cinemas, newspapers, and the digital realm played host to our narrative, ensuring our message resonated across diverse audiences.

Two distinct TVCs brought to life Nippon Paint’s product offerings—Weatherbond and Aircare. Each film showcased the unique attributes of these products, establishing Nippon Paint’s diverse capabilities.

Innovations in packaging

The Blobby found its home on our product packs, becoming a symbolic presence that set our ranges apart through vibrant color codes.

Capturing little hearts and big ones, too.

The culmination of our efforts translated into tangible success as Nippon Paint soared to an emphatic No. 2 position in Tamil Nadu. This state-by-state strategy illuminated our path, and as recognition grew, we expanded our resonance to Karnataka, embracing new frontiers of influence. The blobby and by extension, Nippon Paint, had captured the hearts of kids and adults alike.

This transformation, painted with strategic insights and creative fervour, rekindled Nippon Paint India’s brand identity, propelling it to new heights of recognition and impact.