In 1942, when lakhs of Indians used civil disobedience to write a triumphant chapter in India’s war for independence, four friends in Bombay (now Mumbai) started up a paint manufacturing firm in a modest garage—Asian Paints.
Asian Paints has a fantastic connection with its customers and communicates their stories through its advertisements and campaigns. Today we’ll take a look at the journey.
This case study focuses on Asian Paints, an India-based paint manufacturer and retailer and their digital marketing strategies.
About Asian Paints
Asian Paints Limited was founded on February 1, 1942, and it is now India’s largest and Asia’s third-largest paint company. Asian Paints is in 17 countries and has 25 paint manufacturing plants worldwide, serving customers in over 65 countries. The company produces paints for the decorative, automotive, and industrial segments.
Aside from this, the company manufactures various accessories such as wall primer, wood primer, putty, and stainers, among others. Due to its strong consumer focus and innovative attitude, the company has been the global leader in paint since 1967.
Champaklal Choksey, Chimanlal Choksi, Suryakant Dani, and Arvind Vakil founded the company in a garage in Gaiwadi, Girgaon, Mumbai.
Since 1 April 2020, Amit Syngle has been the CEO & MD of Asian Paints Ltd.
During World War II and the Quit India Movement of 1942, a temporary prohibition on paint imports limited the market to foreign enterprises and Shalimar Paints. Asian Paints entered the market and recorded an annual turnover of Rs. 23 crores in 1952, with a PBT margin of barely 2%. By 1967, it had risen to become the country’s top paint maker.
The four families collectively owned the majority of the corporation. However, when the corporation grew beyond India in the 1990s, issues over global rights arose. Choksey sold its 13.7 per cent stake and left the company in 1997 due to the issues. He died in July 1997, and his son Atul succeeded him.
Choksey’s shares were mutually purchased by the remaining three families and Unit Trust of India after failed partnership talks with the British corporation Imperial Chemical Industries. The Choksi, Dani, and Vakil families own 47.81% of the company as of 2008.
Asian Paints’ SEO Strategies
It is crucial for every brand today to ensure that its website is optimised for search engines. Let’s see how Asian Paints performs on search engines and the results they can generate.
Asian Paints’ Website Strategies
Asian Paints’ website has an authority score of 59 with 2,7 million organic search traffic and 287.6K backlinks. They generate 13.5K traffic through Google Ads and other paid means.
Asian Paints’ On-page SEO Strategies
Their blogs are irregular, but when they do post, they post over three blogs a month. Most of their blogs are paint-related and contain mostly text without any images or infographics. Towards the end of the blog, they have an option for you to either like or dislike the blog.
Asian Paints’ Off-page SEO Strategies
Increasing search engine and user views of a site’s popularity, relevance, trustworthiness, and authority are what off-site ranking factor optimization comprises. Asian paints’ website gets a total of 2.1 million monthly visits on its page and targets 161K keywords.
As you can see in the graphs below, Asian Paints has experienced a decrease in its backlinks from September 2021 to the present (November 2022). This is because the backlinks lost are constantly more than the new ones.
Arts and entertainment and business and industry are the two topmost categories contributing to Asian Paints’ backlinks. The other categories include Internet and Telecom, News, and Jobs and Education.
Asian Paints’ Social Media Strategies & Case Study
Asian Paints’ Instagram Strategies
The Instagram profile of Asian Paints (@asianpaints) has over 252K followers as of November 2022. They post once every day on their profile.
These are the different types of posts you’ll find on Asian Paints’ Instagram:
Engagement-based: Asian Paints’ Instagram account posts engagement content to encourage users to comment on their preferred design, as you can see in the image below.
Special day posts: They also post on special days to wish their followers.
Product-specific: A good number of posts on Asian Paints’ feed are related to their products, like the one you can see below.
Reels: Finally, they also use reels to make engaging content and reach a larger customer base.
The Instagram engagement rate of Asian Paints’ Instagram account is 2.11%, with an average of 5,777 likes and 8 comments on their posts.
Asian Paints’ Facebook Strategies
Asian Paints’ Facebook page has over 20 lakh followers as of November 2022. They post pretty much the same things as they do on Instagram.
The Facebook engagement rate of Asian Paints is 0.11%, and they receive an average of 2,100 likes and 68 comments on each post.
Asian Paints’ Twitter Strategies
Asian Paints’ Twitter page has over 121.6K followers as of November 2022. It’s strategies are designed to engage with customers and build brand awareness. The company uses Twitter to share product information, updates, and promotions with its followers.
Asian Paints also uses Twitter primarily to answer customer queries and complaints.
Asian Paints’ Google Ads Strategies & Case Study
Asian Paints also makes use of Google Ads to capture more audience and be visible to all those looking for them. As depicted in the figure below, you can see a spike in their paid search trends between March and May 2022.
The below table shows trends of the paid keywords used by Asian Paints, which have remained constant since April 2022.
You can find the list of the keywords that Asian Paints has bid on in the table below. The top five keywords are painting ideas, home paint colour, house painting, colour combination for the hall, and painters near me.
Asian Paints’ Target Audience
Customers for Asian paints include, but are not limited to, homeowners, corporations, vehicle companies, wholesalers, and distributors. Asian Paints’ retail consumers are typically adults aged 20 and up from the medium, upper-middle, and upper-income brackets.
Asian Paints’ Best Campaigns’ Case Study
1. Where The Heart Is
From sharing stories and experiences of what home means to different people, to giving helpful tips on home decoration and maintenance, Asian Paint inspire to create a home that you and your loved ones will cherish for years to come.
Asian Paints’ agenda is “every home is special and deserves the best possible care”. the “Where the Heart Is” campaign is all about celebrating these special places that is called home.
2. Wah Sunil Babu Wah
The humorous “Wah Sunil Babu Wah” ad was a huge hit with audiences and is still remembered and connected with the brand. The notion was a sarcastic dig at the fact that their paint retains its freshness and longevity despite many environmental and living changes.
3. Your way!
Service for Beautiful Homes Asian Paints has released two digital films to promote its new service, Beautiful Homes Service.
The two films, created and performed by Kinnect, shed light on the ups and downs of home interior design while showcasing Asian Paints’ Beautiful Homes Service as the one-stop solution for creating a beautiful house.
Asian Paints used these strategies to protect and develop its reputation in the digital economy. You’ve come to the perfect place if you want to develop a digital marketing strategy for your company. Digital Scholar, the first agency-style training institute, provides digital marketing courses for aspiring marketers, entrepreneurs, students, and others interested in excelling in the digital area. If you’d like to learn more about Digital Scholar and explore your alternatives, call them immediately at +91 9513632705.
What are your thoughts on Asian Paints’ digital marketing strategies? Please let us know in the comments!