Berger Paints’ aggressive marketing plans will now go into new realms. The second-largest decorative paints manufacturer in India is now readying to beef up its operations at all levels. The company has appointed Kolkata-based 141 Worldwide –the marketing arm of Bates to provide their marketing services expertise specifically in the areas of CRM and Retail.
“Berger is a 360-degree home décor solutions provider and so they need nothing less than 360-degree marketing solutions too,” said Charulatha Ravikumar, Senior Vice President and General Manager, 141 Worldwide. Further speaking to exchange4media.com, she revealed that it was a mid-sized account.
“Painting is a very low involvement category, albeit a very high investment one. We really need to inform the consumer about their choices and its worth and then provide a painting experience that is memorable and not nightmarish,” said Abhijit Roy, General Manager, Berger Paints. “And our home décor service has been set up to provide just that,” he added. While elaborating the USP, he explained that Berger Home Décor was specially created to take on the entire process of painting – offer estimates, advise on the process, choice of colours, purchase of paints, painting by expert painters, post-painting cleaning up and above all, “ensure a fantastic experience”.
Berger Home Décor provides the unique Berger turnkey painting solutions that offer to take away all the hassles of painting. All that the customer has to do is call Berger Home Décor and then relax, while the experts take care of the planning, supervision and timely completion of the painting process.
Top this end, Berger Home Décor has also added ‘Illusions’ – the international designer wall finish series that uses unique techniques to give a finish that ranges from 3-D effects to personalised, crafted patterns.
After JWT, 141 Worldwide will take this forward and provide brand experience solution both at the consumer and retail level bringing in their global expertise in this category.
India is still not a DIY market. The reliance on several specifier categories makes the consumer shy away from the perceived monstrous hassles of painting. “We want to change this,” said Charulatha. And how would they do it? “We have a canvas. The sketch is done. The colours are being put on. Wait till the painting is over and you will see a masterpiece,” she claimed. As she said this would be an excellent opportunity to showcase the unique feature of 141 Worldwide, which, according to her is the leading 360-degree media-neutral marketing solutions provider bringing in key learnings from across its global network.