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 III
Execution
Training session for painters Data collection from the Practical Training
where they were introduced painters
to new techniques
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.