Asian is one of India’s leading Plastoware and Thermoware Company established in 1965. Asian was focused only on exports. In 2014, the company decided to enter the home market, and wanted a nationwide brand campaign on a minimal budget.
Their biggest competitors were Milton and Cello. The target group consisted of women 20-50 years old, middle income-upper income groups, working women & housewives. A complete 360 degree campaign was designed on the emotional pitch of ‘Pyaar ka Swaad, Asian ke Saath’. An actress with a very Indian personality, and well known from north to the south of India, was chosen as the brand ambassador – Raima Sen.
Rego completely revamped the Brand Identity. The entire Brand Communication was designed including print ads, packaging, POS material, innovation, marketing material, etc.
The campaign was rolled out in the market in September 2014. The response was better than all expectations. Asian’s distribution network increased by 150%. Sales went up from Rs. 10-12 lakhs to Rs. 1 crore per month.
The Raima Sen campaign was well received by trade as well as consumers. All the products were covered in the campaign, which was created in the minimum of budgets. Rego created the complete ATL and BTL campaign for all six product categories that included Print Ads, Packaging, POS, Signages, Catalogues, Website and Calendar.