Asian Paints Prioritises Impact Over Frequency In Media Strategy

India’s leading paint and home décor company Asian Paints is recalibrating its marketing approach, emphasising impact over sheer frequency to sharpen brand resonance and customer connection in a fiercely competitive market. Speaking at the India Design ID event in New Delhi, CEO Amit Syngle laid out a strategic shift in how the company allocates its media spends, underscoring a preference for high-reach, culturally significant platforms rather than a broad scatter of smaller media placements.

The company’s media philosophy centres on amplifying “impact, not frequency” — a deliberate prioritisation aimed at clustering investment behind a select set of marquee properties where collective attention is highest. Syngle noted that Asian Paints typically allocates about 6–7% of its total revenue to marketing, and within that, approximately 10–15% is channelled into sports partnerships, particularly cricket — a cultural touchstone that resonates deeply across India’s urban and rural audiences.This refined media strategy reflects broader shifts in consumer media consumption, where digital fragmentation and rising ad clutter are challenging brands to find meaningfully engaging platforms. Asian Paints’ emphasis on “impact properties” seeks to cut through this noise by associating with events and content that naturally draw sustained public attention, rather than repeating messages in less effective formats.

A cornerstone of this strategy is the company’s multi-year partnership with the Board of Control for Cricket in India (BCCI), under which Asian Paints became the Official Colour Partner for Indian cricket across men’s, women’s, and domestic matches. The tie-up, covering more than 110 matches, underscores a long-term commitment to a property that delivers not just visibility but emotional engagement, especially in India’s urbanising regions where cricket remains deeply woven into social fabric.Syngle’s remarks reflect a nuanced understanding of brand dynamics in mature markets, where “surround presence” — or the ability to integrate brand narratives across live events, broadcast moments, and digital touchpoints — can be more effective than repeated exposure in isolated channels. This means investing in integrated campaigns that span television, digital, and on-ground activations to create a cohesive customer experience.

Beyond sports, the company also places strategic advertising bets on marquee television properties, combining legacy media reach with digital amplification to broaden appeal. Syngle highlighted that the goal is not only to retain established customer segments but also to attract younger demographics — including Gen Z — without diluting the brand’s core identity anchored in the long-running “Har Ghar” narrative.This approach aligns with Asian Paints’ broader business priorities as it navigates intensifying competition from rivals such as Birla Opus and JSW Paints, which have been expanding distribution and price competitiveness across regional markets. In this context, marketing investments that emphasise emotional connection and cultural scale become strategic assets in both defending market leadership and fostering long-term customer loyalty.

In an era where media fragmentation and content overload challenge brands to maintain relevance, Asian Paints’ shift toward curated, high-impact marketing signals a wider trend among legacy consumer companies: strategic media partnerships are increasingly valued not for how often they speak, but for how meaningfully they connect.

Also Read: Nagpur Project Jayanti Nagari VII Wins Concrete Excellence Award

Asian Paints Prioritises Impact Over Frequency In Media Strategy