Shalimar Paints plans to up its marketing spends by 20% in 2020

The paint manufacturer will be focusing on BTL promotions, influencer marketing in addition to leveraging traditional mediums like print

e4m by Misbaah Mansuri
Updated: Jan 28, 2020 9:44 AM



In an industry where brand visibility has a large impact on sales, Shalimar Paints, founded in 1902, might have stayed low key on the advertising front but now plans to increase their marketing spends to further brand presence.

 “We spent the major part of 2019 in trying to get our basic business elements in place. Owing to the noteworthy performance in the last two quarters, we are expected to turn cash positive in Q4. Keeping the momentum ticking, we intend to increase in our marketing budgets by 20 per cent for the current financial year,” Minal Srivastava, Vice President, Growth, Strategy & Marketing, Shalimar Paints told exchange4media.         

  While in 2019, Shalimar Paints could not focus on marketing, Srivastava remarked that it was also a conscious choice by the brand to focus more on strengthening its offerings. “I strongly believe that before you can start working towards crafting a brand personality, you should be relatively stable and confident in your business service and product deliverables,” she added. The paint manufacturer plans to focus on BTL promotions, influencer marketing in addition to traditional mediums like print in 2020.

 According to Srivastava, Shalimar Paints is now working towards multiple projects, right from introducing new products to working with the influencer segment. CSR plays another pivotal role in the paint company’s marketing plans. “In the past, we launched The Kahaani Project, a campaign aimed at beautifying and uplifting the village of Tauli Bhud located in Dehradun, Uttarakhand. It gained massive traction while spreading awareness about several pressing issues across India. After Kahaani, we came up with #HarRangKhoobsurat and now we are ready to launch our next campaign ‘Colour a life’,” she revealed. 

Last year, the paint-maker launched its mega-campaign-#HarRangKhoobsurat featuring a model with a medical condition called vitiligo and a Muslim girl playing Holi with the colourful LGBT flag. Instead of taking the conventional route of highlighting the brand, Shalimar Paints’ campaign has been more cause-centric and looks unlike an ad by a paint brand. In 2020, the brand further plans to extend the thought and work around various arms and legs of the campaign without diluting the core concept and thought.

“We are buoyed by the positive response that we got when we launched it last year, #HarRangKhoobsurat is a very powerful thought. Through this campaign, we aim to promote a common platform that not only represents this vast diversity but also allows people to celebrate it through a vibrant range of colours,” Srivastava said. 

 To improve the visibility and reach, the brand will also be working with the influencer-distribution segment that comprises painter and contractors. “While we will also have some initiatives around end consumers, our focus, for now, will be on the influencer segment,” she revealed.

 The paint-maker sees competition from Asian Paints, Berger, Mysore Paints, Kansai Nerolac, Dulux, Snowcem, Jenson & Nicholson etc.  According to reports, the Indian paint market is expected to grow over Rs 75,000 crore in terms of value for the period FY 2017-18 to FY 2022-23, on account of change in lifestyle, urbanisation, and increased level of education. 

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