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.
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