Team Blueprint

1. Indranil Biswas 2. Pranav Agrawal 3. Vishveshwar Singh

IIM Indore
Guidelines To Keep In Mind While Creating the Summary

- While submitting the executive summary please delete this slide.

- Heading font size needs to be 16 and text body font size needs to be 12.
- Each team will need to submit a PPT of not more than 7 slides in total.
- The first slide should contain team details, other slides (up to 6) are for analysis or deliverables. 
- Any supporting Excel sheets etc. should be embedded in the PPT itself. 
- The appendix can be put beyond these 7 slides as the 8th and/or 9th slide. Any references should be given due credits.
- File naming Convention: InstituteName_TeamName_CANVAS20.
- Submission format: The solution must be in the prescribed MS PowerPoint format (.ppt/.pptx).
- File size should not be more than 20 MB
- Only Team Leader, the person who registered the team, will be able to make the submission.
 Marketing Campaign

Campaign Name: Rationale: Most working individuals in tier 1 and tier 2 cities can not find the
#makingithappen Campaign Target: Time- time in their busy schedule for designing their homes as they desire
pressed millennials
Videos can give enough time On searching “DIY paints for Influencer marketing
to illustrate the ease-of-use home décor, repair ad
Target segment most active 400% surge in the users
of DIY paint products maintenance”, Asian paints
on Instagram searching for DIY projects in Promoting contests
DIY products did not come
2019. Source: Mordor #PickTheOne
up in top results
Intelligence
YouTube Instagram *For max impact sync Contest – Out of 5 images,
promotion across all social identify the 1 image
Pinterest media channels which is of DIY type. People giving the
most correct answers in a 15 day long
#makingithappen SEO/Blogging contest win Asian paints gift hampers
A contest of and DIY kits. Partner with 30
artwork created at influencers to promote this contest
Collab with youtubers Short videos
home in lockdown Partner with creative bloggers
Partner with Utilize Pinterest’s Print media – Tier 2 cities
“Kotresh Koti” max width video Partner with
using the hashtag professional bloggers to
(1.33M subscribers) option consisting of multiple
#makingithappen mention about the safety
demonstrating simplicity of frames showing use of DIY
to engage with the target benefits that come by using
Asian paints’ interior home products for wall painting and
audience. Winners get free DIY kits and use of SEO/SEM
décor solutions repair and maintenance
Asian paints’ DIY kits, products keywords in the blogs
#SafetyFirst Ad campaign & end-to-end interior design Personalized experience
solutions. Sponsored Google Ads
Paint Stories #WePaint Leverage Pinterest’s
YouTube Ads
Developer’s API to Review generation
show-casing how Video testimonials where
create interactive and management –
the DIY products people are asked about when
quiz asking people’s 93% customers said
did they feel the need to paint
preferences on home décor online reviews affect their
would help in maintaining the the wall. Creating buzz using
and generate a personalised choices. Review and address
social distancing norms in the social media influencers like Targeted at lower Tier-2 cities in India
board for them thus inducing customer concerns on Google
Covid-19 era and creating the Jinal Joshi @jinal.j.j QR code in newspaper Ads directs to
excitement My Business, Facebook &
Health first connect with the (550k+ followers and 3.60% Asian Paints’ DIY product videos and
other online directories.
audience Engagement rate) customer experiences
 Promotion in Signature stores

Playing experiential videos on Tablets, TVs & LEDs installed in the store
to show-case ease-of-use of DIY products

Setting up On-Spot demonstrations in malls & showroom to make

people try out different products like sprays paints and frosting spray

Promotions of Up to 20% on Royale health Shield in the wake of

Covid-19 to induce awareness about how this anti-bacterial coating
would act as a safety measure in households

Using hashtags like

#makingithappen
#AatmanirbharGhar Sponsored Live
contest Contest and Expert
talks on DIY products
Engagement

Nov ’20 Jan’ 21 Feb’ 21 Mar’ 21

Awareness Promotion

#SafeFirst Campaign Discount promotions

Short demo Videos on Amazon, Flipkart
around Diwali (to Ads in newspapers for
leverage the tradition Tier 2 cities
of re-painting house
before Diwali)