Scaling the 25,00,000 reads Summit!!

 

Be First. Let The Copycats Follow – Asian Paints Brilliance.

 

This is brilliant Experiential/Topical/Contextual/Ambient advertising.

This type of promotion needs creative juice, and it is so simple that it becomes breathtaking. And I always wonder, why the hell did someone else not think about it? But that is the idea. It was not done, and the first one to do it will be remembered, while all others will be copycats.

What’s a brilliant concept! One of the most irritating things about monsoon is your beautifully crispy newspaper becoming soggy due to the incessant rains.

(Incidentally, yesterday, my Paani Poori too had become soggy because of too much wet curry inside, and by the time I ate the Poori, the bottom part had become soggy, thus robbing me of the pleasure of eating a solid, crisp Poori with the Paani inside.)

Asian Paints observes the pain point of a wet newspaper and acts on it. It simply wraps the newspaper in a plastic sheet and comes out with a cute tagline:

“We protect homes from the rains. Today, we protected your newspaper too. Asian Paints.” Take a bow, Asian Paints.

Yes, copycats will follow. Godrej was one of the pioneers in introducing PUF (Polyurethane Foam) technology to Indian refrigerators in the 1980s, with Godrej itself citing 1989 as the year it introduced PUF. The technology went on to become an industry benchmark.

To their horror, other refrigerator manufacturers too realised that their fridges could have PUF. But by then, it was too late. The horse had bolted the stable.

In the modern-day world, full of clutter, the customer remembers the first person who climbed Mount Everest, Edmund Hillary and Tenzing Norgay. Who remembers the second? And frankly, who cares?

Be the first person in the minds of the customers, and once you are there, sit like a Sumo wrestler and don’t get dislodged.

Keywords: First Mover Advantage, Innovation, Customer Insight, Pain Point, Topical Marketing, Experiential Advertising, Ambient Advertising, Brand Recall, Creative Execution, Brand Leadership, Simple Ideas, Marketing Strategy, Brand Positioning, Customer Experience, Competitive Advantage

#BeFirst #FirstMoverAdvantage #Innovation #AsianPaints #Godrej #MarketingStrategy #TopicalMarketing #ExperientialMarketing #AmbientAdvertising #BrandRecall #CreativeAdvertising #CustomerInsight #BrandLeadership #MarketingMusings #ThinkDifferent

23 lakh reads to 24 lakhs reads in just 2.5 days, that is fast!!

 

From 22 lakh reads to 23 lakh reads in 5 days!!

 

Bring it on - The more the merrier - 23 lakhs here we come!