The Brief

Business objective:
Dominate existing market and create new market
through its new, unique product range.

Communication objective:
Create and establish the brand identity in the
market amongst the target groups.
The Market
As we know it
Market Overview
Source: Bangladesh Paint Manufacturers’ Association & Dhaka Tribune

1 2

Enjoyed steady Currently the decorative

growth due to rise paint market is
in purchasing power estimated to be 3500cr
of semi-urban & with annual
urban consumers consumption of
120,000 tonnes

3 4
40 companies operate The market is largely
in the country – dependent on
among which 10-12 foreign MNCs which
companies account meet about 90% of
for 85% the demand
The Competition
As We Know It
Dominated by a single player
• The market is dominated by Berger,
which accounts for an estimated 1800-
2000cr of the total 3500cr decorative
paint market

• Followed by Asian Paints which

accounts for 600cr of the market and
RAK Paints which holds 200cr

• Rest of the market is saturated by age

old brands in the likes of Elite Paint,
55% Roxy Paints, Pailac, Ujala, and global
players like Nipon Paint from Japan
16% among others

11% Source: Bangladesh Paint Manufacturers’ Association & Dhaka Tribune

Every year, May to October is widely
considered the peak time for the paint
category – as most people/companies
tend to do their paint work during this
period.

6000
PEAK TIME FOR
5000 PAINT CATEGORY
4000

3000

2000

1000

0
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Asian Berger Robbialac Elite Rainbow Roxy Ujala

Source: MBA
Competitors’ Communication
As we know it
 Berger Paints Ujala Paints
Extremely active on all mediums. Social media is constantly active with Low activity on social media. Has several TVCs which concentrate
various posts. Several TVCs aired every year. Active on BTL activities as well on making life more colorful. Uses celebrity Their main
(Alpona fest). They cover most holidays/special events. They want to communication is showing a colorful life in Bangladesh.
promote themselves as the most trusted brand in the world. Brand Payoff: “Life is Colorful”
Brand Payoff: “Trusted Worldwide”

Roxy Paints Aqua Paints

Extremely low activity on all channels. Last biggest campaign promoted their Moderately active on Facebook with posts regarding
brand’s age of 60. They have BTL activity near Dhaka University where they all worldwide/national events. Social media series
paint walls. Few social media posts. include “Colors of Dhaka” and Special Architect
Brand Payoff: “Roxy paint is 60 years” achievements.

Elite Paint
Very active on all mediums. Social media posts on every holiday/events. Wall
branding and school branding in BTL. TVCs showcases products which are
superior as well as colorful.
Brand Payoff: “Rong er Raja”
The Brand
As we know it
• Founded in 1942, currently Asia’s third largest paint
company with a turnover of USD 2.6 billion.

• Operates in 16 countries and have 26 paint • Interior walls

manufacturing facilities in the world, servicing
consumers in over 65 countries. • Exterior walls
• Metal Finishes
• Asian Paints Bangladesh Ltd. started in 2002 as a joint
venture with Confidence Cement • Waterproofing Solutions
[Smartcare range]
• Has its own plant that manufactures over 25000 KL of
paint annually, with a presence across all 64 districts,
with a 1,400+ supportive dealer network

• Awarded "Superbrand" status since 2009 in Bangladesh

Color Idea Shop
• One stop shop for all your painting needs
• Offers special panels for special effects, latest
finishes, and trendy colour combinations
• Expert consultants equipped to give the best
customized colour suggestions
• Colour Visualizer - option to visualize how
colours would look on the walls, prior to
painting
• Colour Consultancy Services from colour
experts for best colour suggestions for walls,
as per individual preferences
Communication

In Bangladesh, most of the ads are In India, the ad campaign use hugely popular
adaptations of the Indian ads. and currently relevant Bollywood celebrities for
their ad campaigns – which is centered on the
“Har ghar kuch kehta hai” (every home has a
story to tell) theme.
Creating stories through colours…

75 years of innovation in The brand promises: Breakthrough Product

paint Range:
A wide range of products • Superior quality
that address all your
paint needs starting from • Value for money • Luxury Royale
interior & exterior walls (high paint coverage)
• Apex Ultima
to waterproofing and • Wide & innovative
damp solutions to protect range of solutions • SmartCare Range
walls inside & out.
PRODUCT TRUTH

INNOVATIVE PAINT
SOLUTIONS TO
BRING A HOME ALIVE
THROUGH COLORS
Media Overview
PAINT -TV: REVIEW 2017-18 (APR’17-MAR’18) Data Source: Media Express | TG: (25+),M F, SEC-AB

TV SOV [10’NGRP] 1,600 COMPETITION NGRP BY MONTH

Category NGRP: 8051 1,400 -
Berger Asian Rainbow Ujala Elite Roxy Bosny
62% 95
66
1,200 47 15
369
1,000
475
154 3
25
800 51
23% 183 95 5
66 5
44
600 1,158
246
7% 6% 2
44 386
1% 400 -
0% 0% 709 158 179 677
607 116
200 423 - -
49 11
Berger Asian Rainbow Ujala Elite Roxy Bosny 200 274 181 260 243 211
164
- 54
APR MAY JUN JUL AUG SEP OCT NOV DEC JAN'18 FEB'18 MAR'18

The market is dominated by Berger, Followed by Asian Paints

Genre selection-Min 7,000 CHA NNE L T YPE & MI N DI ST RI BUT I O N
47% 6,000 NGRPs Min
5,000
928
4,000 3,835

3,000
11% 10% 2,045
8% 7%
3% 3% 2,000 3,973
1% 1%
1,000 2,223 1,758
950
- 97
NEWS ENTERTAINMENT MOVIE SPORTS
PAINT - PRESS: REVIEW JAN-APR’18 Source: Tracker| TG: (25+),M F, SEC-AB

1600 asian Berger Elite Rainbow RAK

Insertion by brand
44
Print
1400
304
97 1200
Category Insertion: 184 40
68 1000
40
44
800
600 72 1111
14 860
4 400 40
1
534 128
200
Rainbow Berger asian RAK Elite 144
0 15 6 10 70
JAN FEB MAR APR
PRI N T I N SE RT I O N BY MO N T H

News paper preference

41
35
31
24

14
7 7 5 3 3
Business…
Ice Today
Shomoy

Samakal
Kantha
Prothom

Canvas
Daily Star

Bangladesh
Diganta
Amader

Kaler
Naya

Pratidin
Alo

Ice
 TV Press FM/Radio Digital OOH
20% SOV should be
Continuity Scheduling Every Touch points of
ensure over the Innovative advertising Non Stop - 365 Days
Strategy the TG
competitors

Foot step Brand Equity Building

Through Creating Mobile Media Guerrilla Marketing
Scheduling Strategy Innovative Program

Creating Owned
Properties
Who are we talking to?
Primary Target Audience
1

HOUSE
OWNERS

END FLAT
OWNERS
USERS
3

TENANTS
Secondary Target Audience
1

PAINT
CONTRACTORS

DEALERS /
RETAILERS
Tertiary Target Audience
1

BUSINESS-TO-
BUSINESS
(E.G. CONSTRUCTION
DEVELOPERS)

BUSINESS-TO-
GOVERNMENT
Consumer Findings
End Users
Primary Target Audience Profile
House-owners Flat owners Tenants
Married couples who have a social status
to maintain and are conscious about the
way they are perceived among their
peers.

SEC: A, B
Starting from how they look to who they
know, and more importantly – where they
Gender: Male, Female live.

Age band: 30 - 49 years old A behavior that has led to people

investing more in the way their abode
Marital Status: Married looks, as their house is a gateway for
other people into their lives. And a home
Monthly HH income: BDT 80,000+ that both beautiful inside & out
Geographic location: Urban, Semi-urban
symbolizes good taste, self-expression
and more importantly – wealth.
Consumer buying pattern
Consumer survey where respondents were asked a series of
question on their purchase journey and how they finally lock the
brand.

Need Consider Search Choose Buy Experience

 Purchase/move
 Price  Online research  Have discussions &  The purchase  Compares
to a new house
 Availibility ask for decision is finally current results
 Life changing
 Recommendatio  Shop research recommendations made at the store with previous
event or
n from from paint  Purchases results
milestone
dealers/paint  Peer group contractors/known relevant product  Shares with
(wedding, birth
contractors references dealers or retailers with desired peer group
of child, new
job)  Ask friends/family shade/design  Shares on FB
 House  Compare products profile
renovation & shades

Interesting Fact: Highly dependent on paint contractors

Most of the end-users we spoke with are highly influenced by recommendations from the paint
contractors when making a purchase. Paint contractors often accompany them to the store or
are sent off to the store alone.
Face a lot of challenges when painting their houses
As easy or less of a hassle it may be to change curtains or buy new sofa sets,
painting an entire house brings with it a myriad of challenges.

1 1
PERMISSION FINANCE

Are they allowed to paint over Can they afford to paint their
the walls? walls?

1 1
HASSLES COLOR SOLUTIONS

Are they willing to go over the Can the available color solutions
hassles? solve their problems or address
their paint needs?
 They feel paint disempowered…
They want to invest in their homes but they face a degree of disempowerment when it
comes to painting the house.

House-owners Tenants
Flat owners

Moderate level of disempowerment: Moderate level of disempowerment: High level of disempowerment:

• Low knowledge on paint • Has no say on the color or design • Has no say on the color or design
• Confusing when deciding on the of external walls of external walls
correct shade • Low knowledge on paint • Has to take permission to color
• Hard time finding skilled paint • Hard to find skilled paint internal walls
contractors contractors • Affordability issues
• Long painting period (long waiting • Affordability issues • Do not want to invest in other’s
time for the paint to dry) • Long painting period house
• Long painting period
• Low knowledge on paint
Digging deeper into the minds
of the end users
Married couples seeking the finer things…
 Married couples of today who are becoming
more financially secured & keen to have the
finer things in life

 Works hard to achieve harmony and success

in all aspects of their lives – be it career,
family life, social life

 Wants everyone to know about the height of

their accomplishments – evident in the way
they upkeep their beautiful homes and the
career choices they make

 Strives to have strong societal influence

among peers
Trendy all the way…
 Keep themselves up-to-date with
the latest trends in fashion, home
decor, furniture

 Have a refined personality and

good taste that is reflected in the
clothes they wear, the food they
eat, the way they decorate and
design their homes– all of it must
be an extension of who they are.
Home is a reflection of who they are…

 They take great pride in their homes and

highly regard it as a symbol of status as it is
gateway to their lives

 Home is a reflection of themselves – their

personality, their sense of style and how
they want to be essentially “seen”

 They are becoming more conscious and

invested in their overall home décor –
everything from their curtains, sofas,
bedsheets, tables and subsequently the
walls.
…where color plays a vital role
Color plays a vital role in the way they think,
feel and experience the world.

And it’s no different when it comes to

decorating their homes.

Starting from the hue of the curtains, shades of

the sofa to the color of the walls – everything
must together in harmony when it comes to
beautifying a house.
HUMAN TRUTH

MY HOME NEEDS TO
TELL THE STORY OF
WHO & WHAT I AM
Brand Idea
Marrying the human truth and
product truth to arrive at the
brand idea for the thematic
campaign.

Human truth: Product truth:

My home needs to tell the Innovative paint solutions to
story of who and what I am bring a home alive through
colors
 A home is not an inanimate shelter.
It is alive and brimming with emotions.
A home is much more than just concrete walls.
It is a safe haven.
A place of love, belonging and bonding.
Brought alive by the people who live in it, their interactions, their
memories, and their stories.
Where each wall has a story to tell.
A story of love, success, consciousness, legacy & heritage.
And stories are what makes a home come alive.

BRAND IDEA

EVERY HOME HAS

A STORY TO TELL
Payoff line
The core thought has a strong level of
extendibility and can be used to cover a wide
range issues and subject matters.
Brand Campaign
The core thought has a strong
degree of extendibility that can
be used to address wide range
of subject matters & issues.

1 2 3

Key Visuals – option 1

The core thought has a strong
degree of extendibility that can
be used to address wide range
of subject matters & issues.

1 2 3

Key Visuals – option 2

TVC Script - Thematic
 wKsev bv cvIqvi `yL-

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KL‡bv Awfgvb †gkv‡bv g~ûZ©iv

bv ejv †Kvb K_v, G‡jv‡g‡jv fvebv

Avi †MvQv‡bv AbyfzwZiv
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AvMvgxi Aby‡cÖibv Avj‡Mv‡Q Rwg‡q ivLv
cÖvwßi myL wKQz ¯§„wZ, wKQz AMQv‡jv ¯^cœiv
wKsev bv cvIqvi `yL|
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KL‡bv fzj, KL‡bv fv‡jvevmv wP‡j‡KvVvi Av‡jv-Auvavwi‡Z
KL‡bv Awfgvb †gkv‡bv g~ûZ©iv aŸwbZ nq, N‡ii †QvÆ †Kv‡Y
†`qv‡j †`qv‡j, cÖwZw`b GKUz GKUz K‡i,
bv ejv †Kvb K_v
bvbv i‡O, Avgvi N‡i
G‡jv‡g‡jv fvebv
AvgviB Mí n‡q|
Avi †MvQv‡bv AbyfzwZiv
Avgvi Ni Avgvi Mí e‡j, G Ni Avgv‡`i Mí e‡j|
TVC Script – Follow up
Avgvi Ni Avgvi Avcb f~eb
mvwR‡qwQ wb‡Ri †Lqv‡j, wb‡Ri nv‡Z
d¬¨v‡Ui gvwjK bv n‡Z cvwi|
NiUvi gvwjK‡Zv Avwg!
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Avgvi A‡bK Avcb, fxlY †Pbv
gvwb‡q hvq Ggb me Avmeve, Ab¨vb¨ UzKUvK
†`‡Lï‡b †Kbv, †e‡Q‡e‡Q Avbv
GB N‡i D‡o †eov‡bv evZv‡m wg‡k Av‡Q
K‡Zv ¯§„wZ, ¯úk©, gyûZ©, NªvY
Avgvi jvj-bxj msmv‡ii
myL-`yL-Awfgv‡bi K_v NiUv Rv‡b
G Ni Avgvi Mí e‡j, G Ni Avgv‡`i Mí e‡j
Mwji †gvo †_‡K GKUz Wv‡b Nyi‡jB g¯Í GB evwo|
c~e©gyLx cy‡iv evwoUv Avgvi bv n‡jI
DËigywL †QvU d¬¨vUUv wKš‘ Avgvi|
d¬¨vU bv e‡j Avwg Ni ewj|
cwievi †hLv‡b _v‡K, Zv‡K †Zv NiB e‡j
G N‡iB Rb¥ wb‡q‡Q Avgvi †g‡q
†`qv‡j †`qv‡j wg‡k Av‡Q Ii K‡Zv ¯§„wZ!
Rvbvjvi cv‡k e‡m AvKv‡ki w`‡K
ZvwK‡q _vK‡Zv mviv‡ejv|
GLb bvwZ AewšÍ G‡jB G cÖvšÍ †_‡K H cÖvšÍ
`v`y, w``v e‡j †QvUvQzwU K‡i| Kx †h fv‡jv jv‡M!
I‡`i mevB‡K Kxfv‡e AvM‡j ivL‡Z PvB
Zv GB NiUv Rv‡b|
G Ni Avgvi Mí e‡j, G Ni Avgv‡`i Mí e‡j|
ey‡Ki †fZi mvivRxeb ¯^cœUv‡K aviY K‡iwQ,
wb‡Ri evwoi ¯^cœ, wb‡Ri N‡ii ¯^cœ|
Zß †iv‡`, Aweivg el©‡Y
NiUv Avgvi †Pv‡Li mvg‡b M‡o D‡V‡Q|
Avgvi mšÍvb G N‡iB eo n‡q‡Q
G Ni‡K Av‡iv eo Ki‡Z cwikÖg K‡i hv‡”Q cÖwZwbqZB
Rxe‡b †QvUeo cÖvwßi Djøvm
e¨_©Zvi `xN©k^vm G N‡iB †hb Qvcv n‡q †M‡Q
†Kgb wQ‡jv †mBme AZxZ, †Kgb hv‡”Q eZ©gvb
Avi fwel¨Z wb‡q Kx fvewQ Zvi meB †hb G NiUv Rv‡b
G Ni Avgvi Mí e‡j, G Ni Avgv‡`i Mí e‡j
RDC Jingle
 (fvm© 1)
Gwkqvb †cB›Um ïay Pvi †`qvj bq
wRs‡Mj: me NiB Mí e‡j ïay GKUv wmwjs bq
†`qvj-wmwjs-gvbyl wg‡j
`vjvb‡KvVvÑNi nq
(fvm© 2)
BU-KvV-iW bq
wKsev a~mi KswµU bq
bvbv i‡Oi Mí wb‡q
`vjvb‡KvVv- Ni nq
(fvm© 3)
bxj Qv`, eviv›`v, †PŠKvV,
wmuwo Ni, Avmeve- bq
m¤ú‡K©i iwOb muy‡Zvq
`vjvb‡KvVv-Ni nq
(†Kvivm)
N‡ii gv‡S Rxeb-hvcb
Ni Avgv‡`i Mí e‡j
¯^cœ Avkvi iO wb‡q
me NiB Mí e‡j
Gwkqvb †cB›Um| me NiB Mí e‡j|
Out-of-home Branding
Wall Mural
Wall Mural
Billboard
Option -1
Billboard
Option -2
Poster
Name plate
branding at Zoo
Retail Branding
Overview
Shelf Sticker
Dangler
On-Ground Activation
 Dealers’
Privilege Club

Objective: Build closer relations with relevant

stakeholders, that is – dealers / retailers.

Idea: Form a privilege club for registered dealers/retailers

and build a database consisting of information on them.

The privilege club will hold:

 Quarterly Dealers’ Meet

 Winter picnic with family
 Pohela Boishakh event
 Vouchers/discounts on volume purchase
 Dealers with the highest turnover will have their
house painted at free of cost
 Health insurance
 Period gifts for their kids & wives (during the start of
school session, wedding anniversary, etc)
 Training Program for
Paint Contractors

Objective: Build closer relations with relevant stakeholders, that is –

paint contractors & have them turn into loyal patrons.

Idea: Form a training program for paint contractors in order to

educate and inform them on the vital factors associated with
painting a house, etc.

Training program will include:

 Painter training
 Surface preparation
 Health & Safety codes
 Undercoats application
 Elementary understanding of wood finishes
 Scaffolding
Product Campaign
Centered on the Smartcare product line
Campaign idea
The core idea of how every home has a story to tell will be extended
to cover the desire to keep those stories unimpaired and protected
for years to come.

The product campaign will be centered on the SmartCare product

line and its unique features like damp protection, waterproofing
solutions, crack sealing – all of which will contribute to protect the
stories of a home.

Durability Everlasting Damp Fresh & Crisp

of home stories proof home stories

Unimpaired
Un-cracked
& Intact
home
stories
Campaign theme

Avcbvi Ni Avcbvi Mí e‡j| Avcwb w`‡bi ci w`b G Mí¸‡jv a‡i ivL‡Z

Pvb, Agwjb ivL‡Z Pvb| Avcbvi GB PvIqvUv ¯^v_©K Ki‡Z Gwkqvb
†cB›Um Gi ¯§vU© †Kqvi| ¯§vU© †Kqv‡ii µ¨vK wdwjs A¨vwewjwU,
IqvUvicÖæwds †UK‡bvjwR Ges †d¬w·wewjwUi g‡Zv †¯úkvj wdPvi N‡ii
†`qvj‡K W¨v¤ú, cvwb, dvUj †_‡K myiwÿZ iv‡L| ZvB‡Zv N‡ii Mí¸‡jv
AUzU, Agwjb _v‡K w`‡bi ci w`b|
Communication line
The core thought has a strong
degree of extendibility that can
be used to address wide range
of subject matters & issues.

1 2 3

Key Visuals
TVC Script – SmartCare
DIGITAL

Objective: Engage people & extend the brand idea of

homes having stories to how famous homes of highly
renowned individuals having their own stories to tell.

Idea: Renovate famous houses in the likes of Tagore’s

Shilaidaha Kuthibari in Kushtia, Ahsan Manzil, Hason
Raja’s house, to preserve it as it was, and share
interesting stories surrounding those places its famous
residents.

Modality:

 Video post: Showing the ongoing renovation of the

house, stories of the house and its famous residents
 360 degree picture of the house after renovation work
is completed
 Before & After picture of the house
Extended Campaigns
EXTENDED CAMPAIGN - 1
Campaign idea
The core idea of how every home has a story to tell will be
extended to cover how history in itself is made of a myriad of
stories about exceptional people, life changing events,
innovations, revolutions and rebellions.

The campaign will bring forth the events and stories attached
to the history of our War of Liberation through -

On-ground activation

ATL: TVC, Print Ad

Digital: Microsite, Facebook

On-Ground Activation
 A HISTORY WALK THROUGH GRAFFITI ART on walls depicting
IDEA the stories of the Bangladesh Liberation War on a selected
route in partnership with the Liberation War Museum
Route: 1. Mawlana Bhashani Road, Opposite to Dhaka Club
2. Kazi Nazrul Islam Avenue (park side)
 Stories through Graffiti Art
• The graffiti art pieces will be a chronological pictorial
memoir of the untold and less-heard stories of our
Liberation War
• Pictorial stories such as the liberation of all 11 sectors,
the training of the freedom fighters, the 7 Bir Sreshthos,
the Bir Uttoms, the Bir Protiks, groups of travelling
inspirational war song singers, the trainings in Agartola,
urban guerilla war, the involvement of minors and
women, etc in the war will all be crafted by the artists
• The graffiti art pieces will be commissioned to be
created by artists from Charukala, Institute of Fine Arts,
Dhaka University
• Asian Paints will sponsor the paints
 Guided Tour
• The walk is to be a guided tour through audio guide from
a microsite that walks us through the route with detailed
information through story-telling depicted in the art
pieces
• Devices will be under the supervision of Liberation War
Museum
• The walk may be taken at any time of the year by
international and local tourists, school children, or
anybody interested
• On special/ national days designation guides assigned by
LWM will accompany the tour groups
• The tour has to be booked through the LWM and the
audio devices may be picked up and dropped off at a
certain designated location near the route
 Inauguration & Promotion
• The walk shall be inaugurated on a significant national
day and be preceded by an intensive 360 degree
campaign and PR follow up
• The walk will open with singing the national anthem,
proceed with performance with patriotic songs and
poetry recitation at break time and conclude with a light
and sound show on the same theme
• The event will be inaugurated with such distinguished
persons as government representatives, cultural
personalities, scholars, teachers, writers and interested
general people in attendance
 The walk tour will be a guided tour with audio guide from a microsite that can be directly
Microsite accessed through a network address.

The microsite will give detailed information about each of the art work depicted on the walls.

BPs will ask the The journey will start

audience if they want with the national
After entering in the
to use there mobile anthem. In microsite
pathway BPs will aware
data or need a Wi-Fi there will be numbers
the audience about the
BPs will welcome the connection. If they matching the wall
internet connection
audiences and show need a Wi-Fi number. While visiting
they need to have for
the way in for the connection they will be audience has to stand
experiencing the story
journey. provided with a in front of a wall and
behind each painting
network name and press the same number
those will be hosted on
password which will on microsite and it will
a microsite.
expire after a certain start telling the story
time period. behind it.
Creative Collaterals
 KEY
VISUAL
TVC Script
Avcwb Avwg Avgiv R‡b¥wQ GB †`‡k
†mB mv‡_ Rb¥ n‡q‡Q Avgv‡`i Mí¸‡jv
†Zgwbfv‡e GB †`kUvi Av‡Q GK Rb¥ K_v

†`‡ki AvKvk-evZvm Rv‡b †`‡ki †mB Mí

Awj‡Z-Mwj‡Z, †`qv‡j †`qv‡j wg‡k Av‡Q †mB Qvc
KL‡bv †`Lvq iw³g wPý
KL‡bv wknib RvMvq
KL‡bv †f‡m I‡V c_ †P‡q _vKv gv‡qi ïK‡bv gyL
†`‡ki Avbv‡P-Kvbv‡P Rv‡b †mB BwZnv‡mi K_v
i³Siv hy‡×i g‡a¨ w`‡q, D¾¡j GK weRqMv_v|

Zzwji AvPo Rxeš Í K‡i †mBme Mí¸‡jv

i‡Oi eybb †kvbvq D¾¡j BwZnv‡mi Mí|
 DIGITAL: An invitation post inviting people to take part in the walking tour
Invitation Post will be posted once the work on the wall mural has been
completed.
 DIGITAL:
Follow-up Post
EXTENDED CAMPAIGN - 2
Campaign idea
The core idea of how every home has a story to tell will be
extended to cover how cities itself have rich stories regarding
their inception, residents, culture, legacy, heritage, and so
much more.

The campaign will bring forth the events and stories attached
to the 400+ year old history of Dhaka through -

On-ground activation

Over time the campaign will

ATL: TVC, Print Ad be extended to include the
stories of other major cities in
Bangladesh using the same
Digital: Microsite, Facebook format.
 ON-GROUND
ACTIVATION

Objective: Engage people & extend the brand idea of

homes having stories to tell by bringing to life how
our capital Dhaka itself has 400+ years of stories to
tell.

Idea: A guided walking tour with audio guide from a

microsite - whereby the audience will come across
the entire 400 year old history of Dhaka painted
across a series of actual walls.

The walking tour wall mural will cover everything

from its prominence as Mughal Capital of Bengal in
17th century as well as present time Dhaka.

Route: Osmani Uddayan

 The walk tour will be a guided tour with audio guide from a microsite that can be directly
Microsite accessed through a network address.

The microsite will give detailed information about each of the art work depicted on the walls.

BPs will ask the The journey will start

audience if they want with the national
After entering in the
to use there mobile anthem. In microsite
pathway BPs will aware
data or need a Wi-Fi there will be numbers
the audience about the
BPs will welcome the connection. If they matching the wall
internet connection
audiences and show need a Wi-Fi number. While visiting
they need to have for
the way in for the connection they will be audience has to stand
experiencing the story
journey. provided with a in front of a wall and
behind each artwork
network name and press the same number
those will be hosted on
password which will on microsite and it will
a microsite.
expire after a certain start telling the story
time period. behind it.
 DIGITAL: An invitation post inviting people to take part in the
Invitation Post walking tour will be posted once the work on the wall
mural has been completed.
 DIGITAL:
Follow-up Post
EXTENDED CAMPAIGN - 3
Campaign idea
The core idea of how every home has a story to tell will be
extended to show how famous individuals have their own
stories about the homes – the place they grew up, their
memories, their families, their own rooms, etc. Stories and
homes that have shaped them to become the person they are
today.

Communication touch-points:

Digital: Facebook

On-ground
 DIGITAL:
Celebrity Home Tour

Objective: Engage people by having celebrities

share their stories & memories surrounding
the home they grew up in.

Idea: Highly accomplished media personality &

activist Aly Zaker will take viewers on a tour of
his home at his Ratanpur hometown – sharing
his childhood stories, memories & anecdotes.

Content:

 2-min video post: Aly Zaker giving

viewers a home tour
 Extended cut
 Behind the scenes
 360 degree photograph of his house
inside Use more celebrities in the future using similar format.
 DIGITAL &
ON-GROUND

Objective: Engage people by having their

stories surrounding their home for a chance to
be featured on the FB page & Shilpakala
exhibition

Idea: Individuals will be asked to participate in

a contest, where they will send in pictures of
themselves at their favorite spot in their
house.

Individuals with the best stories and pictures

will be featured on the FB page and their
picture will be framed and showcased in a
special exhibition at Shilpakala Academy.
CTA Post Sample
Channel: Facebook & On-ground (Shilpakala
Academy)
Additional Activities
 DIGITAL:
Learning Portal for
Interior Decor

Objective: Engage people by appeasing to desire

for a beautiful home décor.

Idea: A separate tab linking to a microsite will be

given on the FB page & website.

The microsite will be an online learning portal

complete with video tutorials & articles to
educate and train individuals in the art of interior
decorations.

 Tips on color selection

 How to declutter
 Design suggestions
Scholarship program:
Architectural Students

Objective: Engage future architects.

Idea: Merit-based scholarship program for students of

architecture discipline in collaboration with any 3 of the major
private or public universities renowned for their Architectural
Department.

The scholarship will be given based on their admission results.

Additional gifts: Top 10 highest scorers on the admission text

will be given special gifts.

Those ranked 1st to 5th will be given drafting tables.

Those ranked 6th to 10th will be architect supplies in the likes

of Handheld Laser Distance Meter, drawing storage tube, etc.
 Award Show:
Best Storyteller Architectural Award

Objective: Engage & recognize the work of prospective

architects to turn them into loyal patrons.

Idea: A unique architectural award whereby prospective

architectures will be asked to submit their completed
home design which tells a story of either their lives or
someone else’s to official email address.

Shortlisted participants with the best designs will be

given special awards and recognition on an award
ceremony which will be attended by renowned architects
and key individuals from the Public Works Department.
Sample CTA Facebook post
The best designs will also be featured on the official FB
page.

Channel: On-ground event & Digital

Digital Media
WHERE THE CONTENTS WILL BE PRESENT

In Banners ads on Third Party Websites

Ensuring omnipresence ;

but intelligently
Both interest targeting

& behavioral targeting

MOBILE PENETRATION

83% MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL

POPULATION

29% PERCENTAGE OF MOBILE CONNECTIONS

THAT ARE BROADBAND (3G & 4G)

97% PERCENTAGE OF MOBILE CONNECTIONS THAT

ARE PRE-PAID

3% PERCENTAGE OF MOBILE CONNECTIONS THAT

ARE POST-PAID

Source :wearesocial.com
INTERNET USE SOCIAL MEDIA US

TOTAL NUMBER OF ACTIVE INTERNET TOTAL NUMBER OF ACTIVE SOCIAL MEDIA

USERS 81.66 MILLION USERS 30 Million

ACTIVE SOCIAL USERS AS A PERCENTAGE OF

INTERNET USERS AS A PERCENTAGE THE TOTAL POPULATION 18%
OF THE TOTAL POPULATION 49%

TOTAL NUMBER OF SOCIAL USERS ACCESSING

VIA MOBILE 28 Million
TOTAL NUMBER OF ACTIVE MOBILE
INTERNET USERS 76.22 Million ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE
OF THE TOTAL POPULATION 17%

MOBILE INTERNET USERS AS A PERCENTAGE

OF THE TOTAL POPULATION 46%

Source :wearesocial.com
Facebook Ads
TOTAL NUMBER OF MONTHLY
Age Group: 30 – 49 Years ACTIVE FACEBOOK USERS 30
Gender : Male & Female Million
Geo Targeting: Bangladesh

Interest & Behavior:

Design Home, Architecture & Design, Home Ownership Scheme, Coating, Powder
PERCENTAGE OF FACEBOOK
coating, Modern architecture, Renovation, House, Waterproofing, Interior Design
Ideas, Home Decoration & Design, Home Decor, Home Interior Design,
USERS ACCESSING VIA MOBILE
Apartment, Property, Luxury real estate, Art & Interior Design, Decoration, Buying
and Selling Real Estate, Anti-scratch coating, Basement waterproofing, Real 93%
estate development, Waterproof fabric, Buying a House, Design & Interior, My First
Home, Home Renovations, Moving, Architecture & Interior Design, Home
construction, Real estate, Home Design, Paint, House painter and decorator,
House-building or Decor Home Ideas, School: Interior design, Employers:
Architecture, Architect or Interior Designer, Job title: Architecture, Project AVERAGE ENGAGEMENT RATE FOR
Architect, Interior design, Architectural designer, Architect/Project Manager,
Interior Designer/Owner, Design Architect or Interior Design Consultant FACEBOOK PAGE POSTS (ALL TYPES)
Our targeted Population: 1,400,000 Active User
4.16%

Where iOS handset users are 8% & 92% Android user .

AVERAGE ENGAGEMENT RATE FOR
FACEBOOK PAGE VIDEO POSTS 5.44%
Google Display Ads
Age : 25-44 Years
সবাই এক সাথে গাই বাাংলার গান
Geo Targeting:
(Dhaka, Chittagong, Sylhet, Rangpur, Barisal, Khulna,
Rajshahi, Mymensingh) Division.

Interest & keywords:

Paints, wall paints,paint paints,house painting, wall
paint colors, interior paint, wall paint colours, paint
store, paint colours, color paint, Coating, Powder
coating, Modern architecture, Renovation, House,
Waterproofing, Home Decoration & Design, Home
Decor, Home Interior Design, Apartment, Property
Display Banner Ads: Banners with relevant information & a
Placement Examples: call to action which influence audience to click which will
• Thedailystar.net redirect them to the website or a specific link. Banners will
• prothomalo.com be placed on different websites for both mobile & desktop
• Espncricinfo.com including popular mobile apps which matched with
• Cricbuzz.com specified interest, keywords & placements.
• Youtube.com
• Crazyhd,com
• Bikroy.com
• Mobile Gaming apps
YouTube Ads
Age Group: 25-44 Years
YouTube True view Ads: Playing video ads (first 6 sec is
non skippable) before or during to the specific videos
Geo Targeting:
selected by interest/topic keywords/channel
(Chittagong, Sylhet, Rangpur, Barisal, Khulna,
placement which audience is already watching with a
Rajshahi, Mymensingh) Division.
link where audience can drive clicking on it.
Interest & Behavior:
YouTube Bumper Ads: Target the most popular
Paints, wall paints,house painting, wall paint colors,
YouTube channel among the tg and place bumper
interior paint, wall paint colours, paint store, paint
ads. For get more focus & try to deliver the full
colours, color paint, Coating, Powder coating,
massage.
Modern architecture, Renovation, House,
Waterproofing, Home Decoration & Design, Home
Decor, Home Interior Design, Apartment, Property
In Banner Ads Local & International
Portal
Age Group: In Banner Ads: Banner or interactive ads shown to the
25 – 45 Years audience who are consuming related contents from
websites or apps in real time to ensure the right ads in
Geo Targeting: the right time purpose.
Bangladesh

Interest & Behavior:

Based on product/communication.

PARTNERING WITH
AD PUBLISHER NETWORKS
Banner Placement
Geo Targeting:
Bangladesh

Interest & Behavior:

Based on Concert Communication.

Banner Ads: Placement in portal like

The prothomalo. Where we can
place a product related banner for
reach more people.
Campaign Roadmap & Budget
 YEAR 1
Year long activities during launch and how to carry it forward

Quarter One Quarter Two Quarter Three Quarter Four

Oct, Now, Dec Jan, Feb, March April, May, June July, Aug, Sept

 Press PR: Brand  Press PR: Product  Press PR: Ittihash golpo  On-ground activation:
Campaign Campaign bole Shohor golpo bole
 Press ad: Brand  Press ad: Product Campaign  Press ad: Ittihash golpo  Digital: Shohor golpo bole
Campaign  TVC & RDC: Product bole  Best Story Design
 TVC & RDC launch Campaign  TVC: Ittihash golpo bole Architectural Award
 Outdoor media:  On-ground activation  On-ground activation:  Official sponsor of Dhaka
Billboard, posters, boards (Product Campaign): Otut Ittihash golpo bole Art Center
 Outlet Promotion thakuk ghorer golpo  Digital: Ittihash golpo  Exihibition at Shilpakala
 Digital promotion  Digital (Product Campaign): bole Academy: Story of a house
 Dealer’s activation: Otut thakuk ghorer golpo  Press PR: Ittihash Shohor  Press PR: Ghor golpo bole
Privilege Club golpo bole  Digital: Ghor golpo bole
 Training program for  Digital: Learning portal  Gift for top 10 highest
Paint Contractors for interior décor scorers in the architecture
 Scholarship for students admission exams
from architectural dept.
(from BUET)
 Total Digital Media Budget
No. Of Meausering Estimated Estimated Estimated Spend in Spend in
Platform Campaign name Content Type No. Of Days AD Type
Contents Metric Impression View Reach USD BDT
Thematic TVC TVC 1 6 weeks Video Ad Views n/a 806,700 n/a $ 2,200 182,600
TVC & Tutraials 4 8 weeks Video Ad Views n/a 1,100,000 n/a $ 3,000 249,000
Smart Care
Smart care Info 10 8 weeks Post Ad Reach n/a n/a 787,400 $ 1,000 83,000
Static post 5 2 weeks Post Ad Reach n/a n/a 393,700 $ 500 41,500
Etihas Golpo
Facebook & Teaser 1 2 weeks Video Ad Views n/a 256,700 n/a $ 700 58,100
Instagram Acitvation relted post 4 1 weeks Post Ad Reach n/a n/a 324,960 $ 400 33,200
Shohor Golpo bole
Promo video 1 1 weeks Video Ad Views n/a 257,000 n/a $ 700 58,100
TVC 1 2 weeks Video Ad Views n/a 366,700 n/a $ 1,000 83,000
Otut thak ghorer golpo
Story 3 2 weeks Post Ad Reach n/a n/a 473,000 $ 600 49,800
Ghor Golpo Static post 4 2 weeks Post Ad Reach n/a n/a 639,900 $ 800 66,400
Thematic TVC True View 1 2 weeks True View Views n/a 175,860 n/a $ 3,150 261,450
Google
GDN Banner Ads 4 set 15th week Banner Ad Impression 22,058,850 n/a n/a $ 7,500 622,500
Prothom alo (Site take 5 days (20
1 set
Local portal over) Banner Ads hour) Banner Ad Impression Unlimited n/a n/a $ 3,614 348,600
Ad network Wizards (Smart Care) Banner Ads 3 Set 3 week Banner Ad Impression 9,647,040 n/a n/a $ 2,000 166,000
Total $ 26,264 2,113,550
12.5% Agency Fee on Gross $ 3,283 264,194
Cost without VAT $ 29,548 2,377,744

Note:
* 1 USD = 83 BDT
* This is just an estimation, result depends on product, user exprience, time, social media trends and other factors.
* ROI can be vary as per situation.
*ASF= 12.5%
Thank you!