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Birla Opus Paints is likely to keep pressing coverage-led pitches in Tier 2 and 3 towns.
For operators
Birla Opus is aiming its 'Naya Ghar' Style Color Smart film at nuclear households in Tier 2 and 3 towns and pushing extra coverage per can, so paint retailers there should expect more price and coverage comparisons at the counter.
Watch
Birla Opus extending the Naya Ghar film into regional-language versions before the festive season would mean the Tier 2-3 push is sustained, not a one-off.
The report, : Birla Opus targets Tier 2 and 3 nuclear households with 'Naya Ghar' film for Style Color Smart
Birla Opus Paints released a Style Color Smart campaign film, conceptualised by BBDO India, pitched at rising nuclear households in Tier 2 and 3 towns. The 'Naya Ghar' story promotes the paint's extra coverage per can.
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What to track next
- Asian Paints or Berger launching coverage or value-led counter-campaigns in small towns
- Birla Opus dealer additions or incentive changes in Tier 2 and 3 markets
- Any further Style Color Smart campaign work from BBDO India
- Dealer and painter feedback on Style Color Smart enquiries and repeat orders