Theme Ventures has kickstarted a Below the Line (BTL) marketing campaign of direct to home sales promotion for Delhi-based Kamdhenu Paints in August, ahead of the Indian festive season when millions of houses get a fresh coat of paint. An indication of how leading Indian FMCG brands is taking to BTL marketing more aggressively than ever before, Kamdhenu Paints, the latest entrant into the highly competitive household paint market, has opted for an innovative programme of ‘direct to home’ sales instead of a more high decibel mass media advertising of the leaders – ICI Dulux and Nerolac.
Modeled on Asian Paint’s immensely successful “Home Solutions”, the yet untitled direct to home activity of Kamdhenu Paints would be spearheaded nationwide by Theme Ventures, a diversified BTL marketing firm. Theme Ventures shall drive the programme of end to end painting solution into densely populated high rises in major metros.
Unveiling the new direct to home initiative in New Delhi, Rajan Guha, Chief Executive, Theme Ventures, said, “The agency has put together a consumer contact programme inside building premises, where an interior decorator would be made available onsite. Any resident can avail the service of the interior and colour expert to suggest the patterns and colour choices that would go well with his interior. So far, competing paint companies have been either selling buckets or at best providing a painter to assist.Kamdhenu’s end to end home painting solution would allow a resident of a high-rise free consultation with an interior decorator, get discount on paints used, avail expert painters to do up your house without having to take the trouble to move a single furniture around.”
Kamdhenu, a market leader in TMT bar and iron and steel for construction industry, has been a late entrant in the highly competitive paint industry. However, it has still been a marginal player in the paint industry. With distribution limited to North and Eastern Indian states, the brand claims to have captured a sizeable market share in the institutional segment, primarily riding on contracts from architects and real estate companies. But the fiercely competitive household market remains elusive.
With paint dealers being limited and dealer loyalties being fiercely polarised among four leading brands, Kamdhenu is trying to evolve a direct to consumer activity with Theme Ventures. According to Guha, neighborhood marketing was fast evolving from selling one’s product under a canopy inside a residential high-rise to more matured and complex set of activities to resident involvement programmes.
Neighbourhood for experiential marketing
Announcing the neighborhood marketing alliance with Kamdhenu Paints, Guha added, “Paint is a necessity in every household. Yet traditionally all large paint companies, barring Asian Paints, never had a proactive process to drive into lakhs of high-rise housing clusters in metros. It’s a paradox, that for the product which is used in every home, the paint companies still wait for residents to locate their dealer points and buy paint boxes and search for a stray painter before they end up painting their homes. It’s just plain commonsense that one ought to move right into the consumer’s homes with colour offers, colour suggestions and painter solutions. What’s the utility of a superstar telling consumers how good lead free paint is in between cricket matches on TV without sending their sales man right inside the drawing rooms?”
Unconfirmed reports suggest that over the last two years, there has been a significant shift in budgets from conventional print media and TV advertisement to BTL marketing. While agencies like Theme Ventures, specialising in core BTL marketing functions, has been a direct beneficiary of the new founded interest in BTL marketing by leading Indian brands, several media houses are seeking alliances with BTL agencies to float value added packages combining advertisement with activities like neighbourhood marketing, corporate employee sales and visual merchandising.
According to Guha, “Neighbourhood marketing offers the opportunity to consumers to try a sample of paint. At dealer point, there is no scope for live product demo. Neighbourhood is a brilliant venue for experiential marketing.”