Colour Academy Painter Training Programme

implemented by

Case Study

CAMPAIGN OVERVIEW

Date of beginning: May 14, 2014

Status: On-going

Objective: To turn painters into experts for them to become brand champions

Medium: Training programme for painters ‘on-the-wheels’

Coverage: Kerala

RATIONALE BEHIND THE CAMPAIGN

In India, one of the major influencers for choice of paints are the vendors & painters. This is especially true in the case of small towns & villages where large number of people still do not use the internet to research more about the paints, have limited options & depend heavily on word-of-mouth. Hence, for a brand like Asian Paints, it becomes extremely important to reach-out directly to painters &

vendors. It is also significant to update & equip the painters with latest techniques.

For achieving this, Colour Academy on Wheels was initiated.

PROCESS PHASE I

Making of the canter

Making of the canter: Outer Body

Making of the canter: Inner Body

Language aspect was taken care of considering the target

audience

The Final Look

PROCESS PHASE II

Route Plan & Activity Plan

Once the canter was ready, key areas were decided & a route plan was prepared.

The painters were then invited for the scheduled training sessions. 1 canter could accommodate 16 painters at a given point.

2 sessions were held over a period of 2 days of training – Theory & Practical

On the first day, painters were taught about latest techniques. This was done using a projector. The second day was all about practice.

PROCESS PHASE IIIExecution

Training session for painters where they were introduced

to new techniques

Data collection from the painters

Practical Training

Practice Session

RESULTS

We contacted about 1500 painters during the programme.

The activity helped in training painters& turning them into

brand champions/ambassadors.

The campaign won a silver at RMAI Flame Awards 2014 for the New On-

ground Event/ Property of the Year category.