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CANVAS 2014
asked for. Asian Paints has been steadily trying to change the dealer mindset as well as the store ambience in order to
introduce a service orientation to the shops.
Given a combination of these, difficulty in getting the right kind of applicators trained and bringing it to the right kind of
customer (either through the applicator or retail environment), it has been a challenge to keep introducing new effects
and patterns that can take off effectively.
Thus, the entire range was getting skewed with some of the effects & colour combinations being seen all over the place
but seldom would a customer see the entire range / offering. Thus, addition of new finishes to the range was always an
issue as customers would typically not be aware of the latest introductions in the range, even though thats what she
would be looking for.
Consumers exposed to Royale Play & other textures tended to find wall papers more upmarket as well as a different
option to what the current normal is. While wall papers are a lot more hassle free in terms of application, the main driver
for its adoption is the variety of designs (similar to upholstery) and therefore the exclusiveness or uniqueness that a
customer can choose from. The trade ends up making very high margins on wall paper without holding any stock hence
there is a push that comes from there as well. A decade ago, the wall paper category was seen to be very fragile and
incapable of handling issues of water seepage, physical damage etc. Today, with a lot of innovation in this domain, the
opinion is quite the opposite.
Asian Paints has also jumped onto the wallpaper bandwagon & has associated with some of the leading wall paper
manufacturers to offer a range under the Royale Play umbrella. The top end of the offering includes some creations from
renowned international designers as well.
A matter of honour
Jaideep rang the bell of Abhijeets house and entered the home to find the entire family sitting in the hall with many
brochures from Royale Play lying on the table.
Thank God you are here! You need to help us on this decision. We are completely confused! said Shruti, Abhijeets
wife as he entered the house.
We saw the Royale Play advertisement with Deepika Padukone on television and made up our mind that we want
the blue Denim pattern that was shown in the commercial. However the painter just told us that the Fizz design is one
of the latest finishes launched by Royale Play., said Abhijeet.
Well, while the Blue Denim is relatively new, the Fizz is definitely newer and was launched this year. However, which
one do you like more? asked Jaideep.
Shruti exclaimed, We like both of them. But we definitely need to have the latest finish. We cant afford to stay behind
others. It needs to be something that no one else has got in our friends circle.
CANVAS 2014
This was the other trend evident across consumer segments, thought Jaideep. It was the women of the house who were
taking all the decisions with respect to home dcor.
If he were to describe the Royale Play woman, she would be a woman with taste and class someone who tastefully
decorates her home, her world. This woman is modern, trendy and home-proud.
Always with the trend, she wears multiple identities. She has designs for life, for every moment. Always ready for the
show she loves to reflect her richer self. Constantly curating her taste & aesthetics from the latest book, movie music and
TV series from the world over. Her life is pulsating with possibilities for tomorrow. She is constantly reimagining her life
and her idea of a beautiful world. She has designs on her mind. She has plans. She has desires and dreams. And those
beautiful thoughts reflect in the way she decorates her home and dreams her wall. Her home is a constant work in
progress, evolving everyday as she does.
It was with this target consumer in mind that the latest TVC was made. Earlier Saif Ali Khan used to endorse the Royale
Play brand and it was felt that a woman celebrity would be better to drive the intended personality of the brand. Thus
Deepika Padukone was taken as the new brand ambassador for Royale Play. Even the proposition of the brand was now
changed to Born to Decorate signifying that there is a tasteful curator within each of us who likes to decorate their
home with their own unique style.
Also, the digital space was shaping up very interestingly. Research showed that more and more women were going to
the web to get ideas on dcor. In fact, more than half the women were influenced by digital sources while purchasing
anything. However, the top 5 searches on the web related to dcor did not feature Asian Paints or Royale Play. Given
that there were more than 100 million women on the net and the number expected to grow exponentially, capturing
mind share on the digital space and ensuring that Royale Play figures as part of the dcor conversations was going to be
a key challenge.
CANVAS 2014
Also, the reference points for the category are rather dynamic. Consumers tend to compare the category with fashion,
with wallpapers or even with other home dcor products like furnishings. The consumer thus has multiple reference
points for other categories that seem to have a very similar proposition. Hence, a play in the dcor space from a paint
v/s non-paint perspective has very different takes. Can Royale Play make a break away from the paint space? How can
we ensure that Royale Play is part of all dcor conversations that happen?
2) 'Fashion' in painting - The evidence so far indicates that feature wall painting is usually along with entire home
painting. The earlier initiatives taken to promote 'one wall make over in one day' met with limited response because,
inherently, consumer is not used to imagine painting as 'fashion' category. How do we change it? How do we get her
to perceive the one-wall makeover as a quick solution in terms of home dcor that can be done far more frequently?
3) Brand Imagery - Brand 'Royale' needs to be pitched at some level of premium imagery in terms of dcor
sophistication. Royale Play needs to add 'dcor / style quotient' to this imagery. As a result, the choice of celebrity and
the tone of ATL communication is definitely 'luxury life'. Is this going to work against the potential increased adaption
of 'feature wall' concept by masses?
CANVAS 2014
Annexure 1
Timeline for launch of products in the Royale Play Category
2005: Royale Play launched with 6 different effects: Spatula, Combing, Ragging, Colourwash, Sponging & Brushing.
2006: 14 motif based stencils launched as Royale Play Wallfashion
2007: Royale Play Stucco launched with 5 effects. This offering is pegged at a premium over the normal finishes and is
part of the very top-end offering from Royale Play.
2008: 4 additional effects are launched in Royale Play to infuse some newness quotient in the category. Thus Crinkle,
Dapple, Weaving and Canvas were introduced in the market.
2009: Asian Paints ties with Italian special effects paint manufacturer Novacolor to launch two international bestseller
products in India. Thus Royale Play Dune & Royale Play Safari are launched in the market. These products are also part
of the high end offering by Royale Play.
2012: Taking inspiration from the fashion and clothing industry, a range of finishes similar to various fabrics was
launched as Royale Play Textile. 6 different effects were introduced in this named Crushed Silk, Leather, Jute, Yarn,
Denim & Kora Grass with each effect inspired from that particular fabric.
2013: 12 new stencils launched as part of the Royale Play Wallfashion range. 8 of these stencils were inspired from
Colournext 2014, the annual trend forecasting exercise by Asian Paints.
2014: 4 new effects were launched as Royale Play Neu, namely Torrent, Fizz, Delta and Seashell. These were amongst
the easiest to apply and thus applicators were quick to pick up.
2014: 10 additional stencils were launched in Royale Play Wallfashion.
2014: Another product from Novacolor, Italy Royale Play Antico launched at part of the top end products that
provides an antique finish to walls.
CANVAS 2014
Annexure 2
Wallpaper category
About Nilaya
Asian Paints introduced Nilaya- Exquisite Surfaces by Royale Play in February 2014 in the India Design Show in Delhi.
The range is currently available only at select Asian Paints Colour Ideas stores in markets of North, West and East. With
launches planned in November and December, 2014, Nilaya shall be available across all Colour Ideas in the country by
the end of December.
The offering includes a range of signature surfaces - wallpapers, wall coverings, decals, borders and paintable
wallpapers - curated from the finest manufacturers around the world.
The Range:
Wall Coverings: This includes an entire range of patterns, textures, finishes and acrylic print effects and are available
in various kinds- Non woven , Paper , Vinyl , Fabric , Organic materials etc.
Kids: One of the fastest growing segments worldwide but under-leveraged in India. AP has a range of patterns covering
designs for childrens spaces across various age groups starting from baby rooms to teenage hang outs including the
range of official licensed products from Disney & Marvel
Paintables: A range of white patterns, borders and textures that after installation on the wall can be painted over
with any colour. And the best part is that these wall coverings are repaintable which means that to get a new look,
all one needs to do is to just change the colour. The possibilities of customizing these wall coverings with metallic
paints, special rollers & brushes, textures etc are almost infinite.
Decals: Reusable stickers available in countless designs, sizes & shapes. They can be pasted on any kind of surface and
can be removed and repasted easily- an engaging Do-It-Yourself product. Whether it is a quick makeover for a party
or a complete theme for a room, decals used stand alone or paired with other wall coverings are the solution.
Designer Series: These are exquisite surfaces elevating the wall to almost a piece of art, chosen from a wide range
of natural materials jute / fabric / grasscloth / glass beads / metallic tiles / mother of pearl etc.
Where are they from?
Nilaya Wall Coverings are sourced from manufacturers with over a hundred years of experience in manufacturing wall
coverings located in the United States, England, and Germany. The manufacturers include:
CANVAS 2014
And it is these insights that have led Asian Paints to design the first range of indigenously developed water based wall
covering adhesives. Ready to use with anti-microbial properties, the range of Nilaya wall covering adhesives are the
perfect partners to the patterns that a customer chooses. A complete set of wall covering installation tools from the
Leica laser distance measurement tool to a range of rollers & cutters completes the Nilaya basket of offerings.
A well trained installer can sometimes make or break the finish of a surface. Asian Paints is investing heavily in training
of installers across all major cities.
CANVAS 2014
Annexure 3
Pricing and availability
CANVAS 2014
Evaluation Parameters
CANVAS 2014