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Pitch CMO Summit 2018: Role of influencer at every level will increase further: Ram Mehrotra, Kansai Nerolac Paints

20-March-2018
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Pitch CMO Summit 2018: Role of influencer at every level will increase further: Ram Mehrotra, Kansai Nerolac Paints

That influencers are increasingly getting more importance in the marketing sphere is no secret. Emphasising this recently formed the crux of Kansai Nerolac Paints' Ram Mehrotra's speech at the Pitch CMO Summit in Mumbai. 
“In the paint industry, involvement of the customer is very low and when the paint is finally applied to the wall no one can tell which brand of paint has been applied, these are some of the challenges in this industry,” pointed out Mehrotra, Vice-President, Decorative Sales and Marketing, Kansai Nerolac Paints, in his speech on ‘An I for the Customer’ at the 10th edition of the Pitch CMO Summit.

He explained that an influencer in a global, social or local scenario is the key to success in the paint industry. Even if consumers are getting involved and evolved, painters and contractors continue to remain the preferred source of information, and reliability on painters is highest among the consumers. Hence an influencer (painter and contractor) acts as a consumer’s eye to see the brand for what it’s worth.

He added that low education level, migrating population and the instant noodle mindset are some of the challenges faced by all influencer led industries. “Painters and contractors make up the bulk of the influencer network in the industry. They advise consumers on the suitability of a product, pricing and sometimes even the choice of colours. Some of the key levellers of influencer engagement we’ve identified is to present a one-stop solution, to meet the consumers regularly, keep the communication simple and make the consumers understand what’s in it for them,” said Mehrotra.

Having been in the industry for two decades, Mehrotra stated that the paint industry is growing at a healthy rate and that consumer engagement has increased five times since the year 2014. “These days consumers are seeking inspiration and information. Hence, the role of the influencer at every level will increase further. We have many influencer engagement initiatives that help build brand recall and improve quality of service through various training workshops and skill-building sessions, which makes it a win-win for all involved,” he said.

Some of Nerolac's engagement initiatives that have helped in skill building and encouraging the influencers are the Pradhan Mantri Kaushal Vikas Yojna, Painter Parivar Mela, Nerolac Premium Painter, Token Dhamaka and Master Painter (reliable painters near you.) “The application process of a paint is as important as selecting the right product and colour. The idea is to create convenience for our customers,” he concluded.

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