24 October Brand Narratives

Asian Paints: How a Paint Manufacturer Became Part of the Idea of Home

What other manufacturers can learn from a brand that connected its product to something people care about.

Choosing paint sounds like a practical decision. There are shades to compare, finishes to understand and budgets to work within.

But ask someone why they are painting or repainting, and a different conversation begins.

Their parents are coming to stay. They have bought their first home. A child wants a room that feels like theirs. After years of putting it off, they are finally making the house look the way they imagined.

Asian Paints built an important part of its branding around that connection: the relationship people have with their homes.

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