On the sidelines of the launch of Asian Paints’ 'Where the Heart Is' series – Season 8 in Mumbai on 2 December, Amit Syngle, CEO of Asian Paints, shared insights about the series, which debuted in 2017 and showcases celebrity homes.

He revealed that the show draws inspiration from the brand’s iconic 2002 campaign, ‘Har Ghar Kuch Kehta Hai’, aligning seamlessly with Asian Paints’ emotional branding strategy. He also highlighted how the series complements the company’s corporate positioning while significantly enhancing its digital presence.

The paint brand revived its 2002 campaign, ‘Har Ghar Kuch Kehta Hai’  in September this year, rekindling nostalgia and strengthening its emotional bond with audiences. Originally crafted by Piyush Pandey of Ogilvy, the campaign delves into the idea that every home narrates a unique story, reflecting the personalities and lives of those who reside within.

Here are excerpts from our conversation with Syngle:

The 'Where the Heart Is' series has been a unique initiative by Asian Paints. What inspired this concept, and how does it align with the company's brand values?

First of all, I believe the cornerstone of our corporate positioning, ‘Har Ghar Kuch Kehta Hai’, has been the biggest inspiration behind our efforts. We have always felt that the emotional energy people invest in home-making is something Asian Paints has aimed to be an integral part of.

When we coined ‘Har Ghar Kuch Kehta Hai’, the idea was rooted in the belief that every home reflects the personality of the people living in it. This insight has been a strong inspiration for us. Today, people are increasingly curious about the stories behind various homes, including those of celebrities—what inspires them, how they design their spaces, and the personal touches they bring. This curiosity presents a compelling opportunity for content creation.

This concept aligned perfectly with our ‘Har Ghar Kuch Kehta Hai’ philosophy, further strengthening our corporate positioning and the emotional bond we’ve built with our customers over the years. So that’s the essence of it.

We also recognised the potential to marry this concept with the ongoing digital boom. By leveraging digital platforms at the right time, we’ve been able to transform it into a strong digital property that complements our presence across other media. This is evident from the views, engagement, and searches it continues to generate.

Asian Paints has successfully created a strong brand identity with its memorable advertising campaigns. What role does branding play in the company's overall business strategy?

Paint is not a product of daily use; it has a lifecycle, typically requiring maintenance every five to six years. We believe that people today are more married to a company brand, rather than individual product brands. And therefore, while many rational parameters, such as the coating’s durability and elasticity are discussed when choosing a paint, I think what people remember and what truly resonates with consumers is their emotional connection with the brand.

And that has been a key learning for us - we are possibly the only brand in the world, which looks at emotional branding when it comes to coatings and paints. This philosophy has inspired us to focus on emotional advertising, coupled with some rationalistic messaging, to create a strong and lasting connection between our consumers and the brand.

What is the significance of influencer marketing in Asian Paints' marketing strategy?

These kinds of celebrity partnerships bring an element of intrigue by delving into the lives of celebrities and exploring how they design and personalise their homes. It inspires consumers, offering ideas and possibilities for their own spaces. This alignment works exceptionally well, as it drives viewership and engagement, ensuring consistent visibility for the brand.

However, influencer marketing is only one aspect of our broader strategy. We also focus on home makeovers and other initiatives that resonate with the everyday consumer. These efforts, while rooted in practicality, are complemented by the high visibility of celebrity collaborations.

The brand is committed to introducing consumers to new trends, colours, textures, wallpapers, and innovative retail experiences. This approach ('where the heart is') invites people to think differently about home decor, encouraging them to experiment with ideas they might not have considered—whether it’s using a particular colour in an unexpected way or reimagining a wallpaper as a mural.

And how do you measure the effectiveness of these celebrity partnerships?

The effectiveness of our celebrity partnerships is measured through several key metrics such as viewership data - we have achieved nearly a billion views, demonstrating substantial reach and engagement, and brand lift. We evaluate the increase in brand awareness and perception created by these collaborations, search share - this reflects how often the brand is searched compared to competitors, and top-of-mind awareness measured through scores that gauge the brand’s prominence in consumers’ minds. So these are some parameters that we look very strongly at, that collectively reveal how the brand is performing.

 How does Asian Paints approach its marketing mix, and what role do digital channels play in the company's overall marketing strategy?

When we started, digital made up only about 5-10% of our marketing mix. Today, that share has grown significantly, moving toward 30-40% as we look ahead. This marks a shift from traditional approaches focused primarily on TV, outdoor advertising, and similar conventional channels.

Our current focus is on creating strong, engaging content. For instance, with the rise of digitisation, mobile marketing has become a key element, even for rural outreach efforts. Looking forward, we are exploring the integration of advanced technologies like generative AI and marrying it with content to enhance content creation. This combination allows us to expand the brand’s reach in innovative and impactful ways, adapting to the rapidly evolving digital landscape.