Market Background and Cultural Context
Bangladesh Paint Market is a 2550 crore ever expanding market with 9% market growth. Rise of paint consumption in in semi-urban and rural areas fuel paint market growth as a result of peoples increasing purchasing power. Among the 40 companies, market is largely depends on foreign multinationals which indicates even the big brands were getting penetration in growing market segment – semi-urban and rural.
In Bangladesh, Paint is a semi-involved product where painter take the major purchase decision and buyer set the shade choice. Though buyer largely depend on painter, they also seek user endorsement. In most cases, the endorsed brand is Berger Paint. Along with paint implementation, multiple shape options, longevity and durability, It’s the name which plays the biggest factor for Berger paint’s market leadership.
The challenge
How Ujala paint get into buyer purchase consideration when the market is largely middle man based market and even the rural buyer consider Berger when it comes to the brand choice.
Insight and Strategic Thinking
The name Ujala is not new in our culture. There is a laundry brand- Ujala Neel which is widely known by people here for long. So when it comes to the name Ujala, people relate it withUjala Neel and perceive it as an Indian Brand. Hence, necessity of establishment of Ujala as a local paint brand comes to the front.
To reach out the big idea, we derive the deep cultural thought of Ujala. According to the Top of Mind association of word Ujala, Ujala means bright light. Light is the decode of hope and motivation. In altogether, Ujala is closely related to our emotion positively. Hence, we decided tell something emotional. As Ujala is being perceived as a foreign brand, we need to tell something that break the misconception and establish as proud brand of Bangladesh. Our Big Idea was ‘ AmaderRong’.
Creative Execution
Bangladesh has some unique colors that cannot be found anywhere of the world. Mindboggling color impress even a foreigner that he/she would like to be indulged for long in unique colors of Bangladesh. In the creative storyline we show a foreigner bride who is impressed with unique colors of Bangladesh – Rickshaw Art. Then she made the urge, while the country rich in so much colors, why their house not that much colorful. Here, we place Ujala paint that is parallel to our country’s own unique color, our own.
