As part of their radical brand makeover from a paint company to a complete home décor and design solutions brand, Asian Paints’ now wished to tap into the possibilities of mobile to be the ‘always there’ partner in the customer’s home décor journey.
As our research revealed, customers go through three main stages while decorating their homes – finding inspiration, making decisions, selecting products, and finally, undertaking the actual painting process. On the basis of the three fundamental pillars of inspiration, decision-making and implementation, we crafted a unique navigation flow that enabled us to assist the customer at every step of the painting process.
To this end, we reinvented and optimized the full range of features and tools from the Asian Paints website to serve the purposes of the mobile user, while adding a host of mobile-exclusive features as well. One of the key ways in which we leveraged mobile was by enabling customers to be co-creators of the brand by enabling them to be a part of the inspiration process! Users could click pictures of inspiring wall projects, colour combinations, etc. and upload them to the Inspiration Wall.
The mobile site enabled Asian Paints to further strengthen their position as a constant companion to the home décor enthusiast. Besides assisting the customers at every stage, the unique possibilities of mobile were leveraged to enable the customer to be part of the inspiration process.
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