The Hub Prize 2012
With Fitch as its design firm, Asian Paints is this year’s winner of the Ultimate Hub Prize, and recipient of the coveted Hub Cup.
Asian Paints is India’s largest and Asia’s third-largest paint company, operating in a total of 17 countries. A combination of in-home interviews, combined with other primary and secondary research, uncovered that Indian consumers are surprisingly intimidated by the idea of choosing colors and find paint a confusing, complicated category.
This insight led to the big idea behind the Colour store: Before Asian Paints could sell paint, it would need to make consumers comfortable with the idea of experimenting with color in their homes. The solution was a retail experience that offers a personalized color solution to each customer without directly selling a single can of paint (the paint itself is sold via a network of nearby dealer stores). read (pdf ) >>