Everything About Asian Paints Marketing Strategy 2025

Marketing Channels Used by Asian Paints

Asian Paints continues to employ a comprehensive, multi-channel marketing strategy in 2025, effectively blending traditional media, digital platforms, influencer collaborations, and a robust retail presence to engage a diverse consumer base.

1. Traditional Media

Television Advertising: Asian Paints maintains a strong presence on television, featuring high-profile campaigns such as “Socha Bhi Nahi Hoga,” which showcases the possibilities for home transformations.

Print Media: The brand utilises print advertisements in leading newspapers and magazines to reach a wide audience, particularly during festive seasons and product launches.

2. Digital Marketing

Social Media Engagement: Asian Paints has a significant presence on platforms like Instagram, Facebook, YouTube, and Twitter. For instance, their Instagram account boasts over 163,000 followers, where they share home decor inspiration, DIY tips, and engage with users through contests and challenges.

SEO and Content Marketing: The company leverages search engine optimisation to drive traffic to its website, which features tools like a paint budget calculator and a paint selector. Their website attracts approximately 22 lakh organic visitors monthly.

Influencer Collaborations: Asian Paints collaborates with influencers and celebrities to promote its products. Notably, Deepika Padukone and Karan Johar have been featured in campaigns like the Royale Glitz ad. The brand was also recognised at the Trendies Awards 2025 for excellence in influencer marketing.

3. Retail Presence

Exclusive Stores: Asian Paints operates exclusive Beautiful Homes Signature Stores, such as the one in Mumbai’s Bandra area, spanning 15,000 square feet, offering customers a comprehensive experience of their product range.

Dealer Network: The company boasts a vast distribution network with over 70,000 dealers across India, ensuring widespread availability of its products.

Online Marketplaces: Asian Paints has expanded its reach through online platforms, catering to the growing segment of digital consumers.

4. Innovative Campaigns

• On-Box Advertising: In collaboration with Amazon Ads, Asian Paints launched on-box advertising, marking a unique approach to product promotion in India.
• Community Engagement: The company initiated the “Divine Intersections” project during the Maha Kumbh 2025, facilitating family reunions through large installations, demonstrating their commitment to social causes.

Through this integrated marketing approach, Asian Paints effectively engages with its audience across various touchpoints, reinforcing its position as a market leader in the paint industry.

Asian Paints Marketing Strategy Breakdown

1. Digital Marketing

• SEO: Asian Paints employs a strong SEO strategy, achieving a domain authority score of 66, which indicates strong online visibility and competitive ranking capabilities.
• Paid Ads (SEM): The company utilises Google Ads, Facebook/Instagram ads, and Performance Max campaigns, focusing on targeted ad types and strategies to enhance reach and engagement.
• Email Campaigns: Asian Paints utilises email marketing to enhance user engagement, incorporating automated emails, newsletters, and promotions, to maintain customer interest and drive conversions.

2. Content Strategy

• Blog Posts & Videos: The brand produces educational content, including blog posts and video tutorials, to educate, engage, and retain its audience, with a focus on home improvement and paint-related topics.
• Campaigns & Timelines: Notable campaigns include the 'Socha Bhi Nahi Hoga' series, launched on World Interiors Day 2025, which emphasised home transformation possibilities.

3. Influencer Partnerships or Brand Collaborations

• Influencer Campaigns: Asian Paints collaborates with both macro- and micro-influencers across various platforms, including Instagram and YouTube, to engage in long-term partnerships that promote their products and services.
• Brand Collaborations: The company has engaged in strategic collaborations, such as the 'Infinito System' campaign, developed in partnership with Moonfolks, to address wall-related issues.

4. Social Media Marketing

• Platform-Specific Strategies: Asian Paints maintains a strong presence on various platforms, including Instagram, YouTube, Facebook, and Twitter, with a focus on posting frequency, content themes, and engagement tactics tailored to each platform.
• Engagement Metrics: The brand's social media strategies have resulted in increased engagement rates, follower growth, and improved click-through rates, demonstrating the effectiveness of its social media marketing efforts.

5. App Marketing or Push Notifications

• Mobile App: Asian Paints has developed a mobile application to enhance the customer experience, offering features such as virtual colour selection and paint calculators.
• Push Notifications: The app utilises push notifications to engage users, providing updates on new products, promotions, and personalised recommendations.

6. Channel Choices (e.g., Instagram vs YouTube vs TV)

• Channel Strategy: The brand strategically selects platforms based on audience demographics and content suitability, focusing on Instagram for visual content, YouTube for tutorials, and TV for broader reach.
• Channel Performance: Analytics indicate that platforms like Instagram and YouTube yield higher engagement rates, influencing the brand's channel strategy.

7. Data, Timelines, and Campaign Names

• Campaign Data: Specific campaigns, such as 'Socha Bhi Nahi Hoga' and 'Infinito System,' have been launched with detailed timelines and measurable outcomes, including engagement metrics and reach statistics.
• Visuals and Proof: The brand incorporates visuals and campaign snapshots to add credibility and provide proof of success in its marketing endeavours.

Results & Impact

Asian Paints has shown remarkable performance and continued its stronghold in the market in 2025. Here are the key highlights:

Annual Revenue:

• Asian Paints reported a consolidated revenue of ₹33,797 crore for FY 2025, reflecting a 4.5% decline from the previous year.
• This slight decline is attributed to a decrease in demand in certain decorative segments, but is offset by continued growth in premium products.

Website Traffic:

• The official Asian Paints website received approximately 3.7 million visits in May 2025, reflecting a 35% growth in overall traffic, with a bounce rate of 39.8% and an average session duration of 2 minutes and 15 seconds.
• This boost was primarily due to enhanced organic search visibility.

Engagement Metrics:

• Asian Paints experienced a 50% increase in Instagram interactions through influencer collaborations with celebrities such as Deepika Padukone and Karan Johar, resulting in increased user-generated content and enhanced brand visibility.

SEO & Search Ranking:

• The website's traffic was predominantly organic, with 95.06% of visits being organic and 4.94% paid.
• Asian Paints has significantly improved its keyword rankings, resulting in 874K keywords targeted, 201K backlinks, and a boost in organic search traffic.

Influencer Marketing Impact:

• Influencer campaigns contributed to a 25% increase in brand awareness.
• Asian Paints successfully leveraged Instagram and YouTube campaigns, which enhanced engagement and trust, leading to a measurable impact on both sales and customer loyalty.

Distribution Reach:

• Asian Paints operates in 19 countries and serves customers in over 65 countries, maintaining a strong position in both the Indian and global markets.

Brand Partnerships & Campaigns:

• The company has collaborated with Amazon Ads to launch on-box advertising in India, strengthening its reach in the e-commerce sector.
• Additionally, its flagship campaigns, such as Royale Glitz, continue to build brand recognition in the home decor and renovation sectors.

Sources: Data and insights in this report are sourced from PCI Magazine, Similarweb, Brand Equity, Semrush, and Asian Paints Official.

What Worked & Why

Asian Paints’ success stems from its effective combination of traditional and digital marketing strategies.

The brand’s strong focus on visual storytelling through social media platforms, influencer partnerships, and interactive content resonated deeply with its target audience.

By leveraging these tactics, Asian Paints successfully connected with customers on an emotional level, fostering increased brand recognition, loyalty, and engagement.

The brand’s ability to integrate its online and offline marketing efforts helped it maintain a competitive edge in the paint industry.

This multi-channel approach significantly contributed to its growth and market dominance.

What Didn’t Work & Why

Despite its success, Asian Paints faced challenges with conversion rates on mobile devices.

Users reported difficulty navigating the mobile app and website, which affected their overall shopping experience.

Additionally, the brand struggled to engage non-millennial consumers, particularly in tier 2 and tier 3 cities, where digital adoption is still emerging.

This hindered the brand’s ability to fully tap into these markets and build a stronger presence outside the millennial demographic.

Overcoming these obstacles would require improving mobile user experience and addressing regional digital gaps.

IIDE Student Recommendations: Key Areas for Brand Improvement

1. Expand Tier 2 & 3 Market Presence

Key Tactic: Invest in localised influencer partnerships and regional campaigns to engage non-millennial audiences in Tier 2 and 3 cities.

Why: Targeting underserved markets will increase brand awareness and penetration in these regions, where digital adoption is growing. Influencers can help build trust and drive conversions in these areas.

Example: Collaborate with local home improvement influencers to feature Asian Paints products and demonstrate their benefits in regional languages.

2. Improve Mobile UX/UI

Key Tactic: Redesign the mobile app and website for better navigation and a more intuitive shopping experience.

Why: A seamless mobile experience will reduce bounce rates and improve conversion rates, especially as more consumers rely on smartphones for purchasing decisions.

Example: Streamline the checkout process, optimise loading times, and enhance mobile app features like virtual colour selection and payment options.

3. Focus on Sustainability Marketing

Key Tactic: Promote eco-friendly, sustainable products with dedicated campaigns targeting eco-conscious consumers.

Why: Sustainability is becoming a major consumer decision factor. Highlighting eco-friendly offerings will attract a growing segment that prioritises sustainability in their purchasing behaviour.

Example: Launch a "Green Homes" campaign promoting Asian Paints' eco-friendly and low-VOC product range.

4. Increase Video Content

Key Tactic: Produce more YouTube tutorials and home makeover series focused on DIY communities.

Why: DIY home improvement content has a high engagement rate. Offering educational and inspirational videos will enhance brand loyalty and encourage customers to share their experiences.

Example: Create a "Paint Your Dream Home" video series, where homeowners and influencers collaborate on home makeover projects using Asian Paints products.

5. Leverage Augmented Reality (AR)

Key Tactic: Integrate AR technology into the mobile app, allowing customers to visualise paint colours in their home environments in real-time.

Why: AR enhances the customer experience by enabling better decision-making, leading to higher engagement and conversion rates. It helps customers feel confident about their choices before making a purchase.

Example: Develop an AR feature that allows users to point their phone at a wall to see how different Asian Paints colours look in their space.

6. Implement Loyalty Programs

Key Tactic: Introduce a rewards program that offers discounts or exclusive colour packs for repeat customers.

Why: Loyalty programs drive repeat business and increase customer lifetime value. Offering personalised rewards can foster long-term brand loyalty and encourage word-of-mouth marketing.

Example: Create a tiered rewards system where customers earn points for every purchase, which can be redeemed for discounts, exclusive products, or free consultations.

7. Strengthen Email Marketing

Key Tactic: Personalise email content based on customer preferences, previous purchases, and seasonal trends to boost engagement.

Why: Personalized emails increase open rates and click-through rates, improving conversion and retention. Tailored communication enhances the customer experience and drives higher sales.

Example: Use customer data to send tailored paint suggestions based on the customer’s previous purchases or home renovation needs, along with special offers for products they’ve shown interest in.