Asian Paints and Amazon Join Forces to Reinvent Post-Delivery Experience through Branded Packaging

The packaging will feature company’s brand ambassador Ranbir Kapoor

Asian Paints has partnered with Amazon ads to re-conceptualize parcel packaging to enhance the post-delivery customer experience. According to the company, the campaign would include on-box advertising by transforming Amazon's delivery boxes into branded packaging with an experiential component to engage customers. Asian Paints is one of the first advertisers in India to experiment with this unique brand collaboration.

The branding of Asian Paints' exterior paint, Ultima Protek, with brand ambassador Ranbir Kapoor will be featured on the package. The campaign has been officially launched in Delhi, Lucknow, and Kolkata. Select Amazon customers who place orders will receive these boxes in the designated cities.

Amit Syngle, MD & CEO of Asian Paints, commented on the collaboration, saying, “I am pleased to announce our pioneering marketing campaign in partnership with Amazon for our flagship product – Asian Paints Ultima Protek. As an engaging and gratifying experience for consumers, we’ve created innovative boxes that are doorways to winning big for their homes. We’re thrilled for our customers, as this not only offers them something uniquely appealing but also solidifies our relationship with them in an innovative way.”

Additionally, in accordance with the product proposition, the box has three sides that depict the harsh elements of Dhoop, Dhool, and Baarish while also being designed to protect the items inside. A colorless sketch of a house on the fourth side encourages interaction and a quick brand connection with customers.

Customers can color the sketch as a fun DIY project to exhibit their creativity. People can add their own unique personalities and precious souvenirs to these "home" sketches by using brilliant colors. Customers can share their designs with hashtags on their social media pages to enter the contest online. One lucky winner will be chosen at random from all of the entries, and in addition to other free gifts and a new home exterior, early bird winners will also receive Amazon vouchers.

Asian Paints is the first brand to attempt this type of innovative marketing campaign by adding an experiential component to their marketing strategy. With the rise of experiential marketing, marketers and agencies have a unique chance to create innovative campaigns using this strategy. Adding a surprise and unique element always attracts customers, increasing brand recall and recognition. This marketing campaign was curated and designed by McCann India, thus paving the way for agencies and marketers to attempt to design such creative and out-of-the-box marketing campaigns.

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