Headquartered in Pune, Maharashtra, Indigo Paints is a leading Indian paint company launched in 2000. The company initially focused on lower-end cement paints and later expanded its operations to offer a diverse range of water-based paints like exterior and interior emulsions, distempers, primers and so on.
Challenges
In 2011, Indigo Paints presented chlorophyll with a distinctive challenge:
“How could Indigo Paints carve its niche among industry giants?”
Process
chlorophyll followed the six-step brand definition process. Like any creative process, the brand definition process involves both divergent and convergent waves.
We first organised a session with the brand owners who expressed their perspectives of the brand. This was followed by an extensive research exercise that involved stakeholders like dealers, distributors, contractors and painters.
During our research, we realised that Indigo launched only best-in-class products. They had introduced many industry-first products like rooftop paints, ceiling paints and floor paints.
Solutions
During our research, we explored various aspects of consumers’ lives, and one of them was asking them what their homes meant to them.
The insight from our research is that our homes are safe spaces where we feel secure and undisturbed, giving us access to the things that help us flourish.
Our homes are also where we bring in memories and keepsakes from the outside world to enhance our space.
It’s the intersection of these two worlds that helps us grow. The more we embrace influences from outside spaces, the richer our inner spaces become. Windows and doors are the perfect medium for allowing our outside and inside worlds to meet.
Therefore, there needs to be fluidity between these two worlds, and that’s why Eternia is engineered to create synergy between outer surroundings and inner spaces.
OutCome
Brand Core:
After analysing the research data and the brand owners’ perspectives, chlorophyll encapsulated what brand Indigo Paints stood for in one crisp line (which we call Brand Core). We have reworded it for confidentiality.
Surprising solutions
Manifesto:
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ideantity™:
Before chlorophyll’s intervention, Indigo had been using three different identities.
chlorophyll created a new ideantity™ of two parts that reflected the Brand Core.
Visual:
A zebra with coloured stripes (instead of the usual black and white) that represented ‘surprising solutions’.
Brand line:
A brand line ‘Be surprised’ invited the audience to experience these solutions.
Mascot:
chlorophyll created Zebro, an own-able mascot that emerged from the brand’s ideantity™.
The mascot became a popular brand asset thanks to its consistent usage in TV commercials, social media, POS communication and the website.
Brand Communication:
Brand Architecture:
Indigo had been using different brand architectures for different products. chlorophyll helped it create a monolithic architecture across all products with ‘Indigo’ being the only brand.
Packaging:
chlorophyll created unique, own-able packaging for Indigo using colourful zebra stripes.
The new packaging system also indicated the position of a product in the price-quality hierarchy.
1. The Indigo Bronze Series (with white or grey colours on the packs)
2. The Indigo Silver Series (with bright, vibrant colours on the packs)
3. The Indigo Gold Series (with dark backgrounds on the packs)
4. The Indigo Platinum Series (with a range of metallic shades on the packs)
Innovation:
Indigo Paints wanted to set up tinting machines at semi-urban and rural India paint stores.
The biggest hurdle: many of these stores were already using tinting machines from other paint companies.
A small constraint: the limited space available at these stores.
So how could Indigo convince them to use its own tinting machines?
0
K+
tinting machines
installed till date
installed till date
0
tinting machines installed
within three months
within three months
0
%
received more enquires
per month with our
tinting strategy
per month with our
tinting strategy
PROJECT TEAM
Planning Team
Vidya Damani
Creative Team
Rajeev Badve
Mukesh Mankame
Kaustubh Lele
Sunil Kanawaje
Sachin Pawar
Yashwant Sawant