Painting possibilities in the Decorative Paints Market
Category
Brand
Services
Content Writing
Content Optimisation
Communication Design
Scope
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Painting possibilities in the Decorative Paints Market
Challenge:
Birla Opus Prime, a new initiative of the Aditya Birla Group under their flagship company Grasim Industries, forayed into the decorative paints industry with an intent to disrupt the market. Their diverse range of interior paints focuses on institutional segments such as Residential, Healthcare, Commercial, Government, Hospitality, etc. The purchase of institutional paints in India is made by a diverse set of decision-makers such as project owners, architects, interior designers, contractors, and consultants.
Birla Opus Prime needed a robust content strategy to help them effectively engage with various institutional buyers and get noticed in the competitive decorative paints market. They engaged with the Salt Inc. to craft compelling content that would resonate with the decision-makers.
Recipe:
As Birla Opus Prime’s content solution partner, our team worked on an extensive content plan through which we:
• Conducted extensive research on segment-specific needs and concerns that influence the buyer persona and factors that influence their purchase.
• Mapped the analysis with specific user personas for effective content creation across various segments and touchpoints.
• Built tech-powered strategy that maps the user persona with the findings from the research and created tailored content that educates, engages, and delivers value through a strategic narrative with compelling storytelling.
Result:
We successfully delivered content across various formats that humanise the connection with the brand’s diverse target group and resonated with buyer persona, which was appreciated by the client.
