Asian Paints’ #XmustDecor congregates the spirit of Christmas with DIY Decor
XmustDecor encourages people to decorate their homes and bring in festive cheer right at their doorsteps
By Rachit Juneja
Feb. 23, 2021
Asian Paints is India’s leading paint company with a group turnover of Rs 202.1 billion. The group has an enviable reputation in the corporate world for professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 15 countries and has 26 paint manufacturing facilities in the world servicing consumers in over 60 countries.
In December 2020, Asian Paints, along with their wonderful team at Kinnect, came up with an exciting new campaign for the holiday season called #XmustDecor. With the #XmustDecor campaign, Asian Paints underlined the importance of decorating homes to bring in festive cheer, while also promoting DIY decor ideas for families to come together and make the most out of this season. They wanted their audiences to share their versions of Christmas decor as candidly as possible, in order to dial up authenticity and genuine storytelling.
On the objective of the campaign:
“Over the past few years, India has grown fond of celebrating Christmas in some of the jolliest ways - Secret Santa at workplaces, larger than life installations at malls and supermarkets, as well as decorating homes. However, unlike the many years, festive celebrations in 2020 saw a lull. With the lockdown, all get-togethers, parties, ceremonies, and celebrations had to be restricted to homes, will minimal people or with the only family in attendance. With people spending the holiday season at home, Asian Paints, a brand that is synonymous with homes, its beautification and care, wanted to spread festive cheer and get people to make the most out of ‘at home celebrations’.”
Product category and messaging for the campaign:
“Through this campaign, we wanted to promote the DIY decor products range ezyCR8, and the all-purpose glue TruGripCr-8. The ezyCR8 range offers a variety of easy-to-use products that enable people to decorate and maintain their homes all by themselves, the way they want.
The TruGrip CR-8 glue that comes in unique, user-friendly packaging is a means to unlock creativity for anyone and everyone, right from kids to adults. The affinity towards DIY and home decor has grown tremendously during the pandemic when people spent months at home. During most festivals, they found creative alternatives to keep the festive spirit intact. We also aimed at strengthening the brand’s position as one of the prominent players that focuses on DIY home décor.”
On Influencer Marketing for the campaign:
“The Kinnect Outreach team who conceptualized and executed the influencer marketing campaign carefully analyzed influencers and their follower insights. They choose the best-suited influencers based on the requirements of the campaign. Also, content is key to us.
We wanted to ensure the chosen influencers inspire the audience and give them ideas to boost participation in the contest. Hence, from a qualitative perspective, we chose influencers who could come up with creative ideas for home decor that the audience could actually try at home and thus generate value out of the assets we created. Hence, the team also analyzed and researched the kind of content the influencer gets more engagements on, and the content their followers most interact with.”
On the number and kind of influencers:
“We roped in 150 influencers for this activity. This included micro and macro influencers, based on the regions they predominantly influenced and the demographics of their follower base. The majority of influencers belonged to the lifestyle and home decor/DIY decor category.
We also made sure we had parenting influencers since the TruGrip CR-8 glue is very child-friendly and children love celebrating Christmas.”
Thoughts on leveraging the uniqueness of each influencer:
“We make sure thorough research is done on the influencer, their follower base, and the kind of content they create. We also see how innovatively they approach a certain piece of content to make it follower-centric. Also, it is extremely important that the influencers’ values align with that of the brand. We don’t like to retrofit ideas to an influencer content, rather prefer a seamless integration.”
On how #XmustDecor stands out as compared to campaigns done in the past:
“The campaign takes a two-pronged approach. First, where we highlighted DIY decor ideas that were easy, quick, and also doable from the safety of our homes. Second, we wanted to spread festive cheer with our campaign, and get people to decorate their homes and share their decor with us. We believe that home is where the heart is, and a happy home is a reflection of the people who live in it. The beginning of the year saw the dismantling of many celebrations, hence, throughout the year, we launched campaigns that spread optimism, cheer, and positivity. With #XmustDecor the idea was to encourage people to decorate their homes and make their festive celebrations bigger by bringing all the festive cheer right to their homes.”
A recent trend in influencer marketing that you think is here to stay:
“Innovative reels. The power of bite-sized content has grown exponentially and we are loving the creative thinking that is going behind reels. There’s a lot of potential that can be tapped with them.”
Conclusively, as evident from Sheeko’s Activity Graph and Brandscore Ratings, Asian Paints has been considerably active on digital platforms in the past year, but since the inception of their #XmustDecor Campaign in December, there has been a significant increase in their numbers.
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