The Client

KNP Japan Pvt. Ltd, established in 1920, is one of the largest paint manufacturers globally renowned for the technology and innovation for the coating system. KNP’s superior coating system of KNP’s acrylic paints is suitable for plaster, metal, and wood. KNP paints are eco-friendly, healthy home paint for interior and exterior.

The Challenge

KNP Paints, formerly known as Kansai Nerolac, was having a hard time as the brand struggled with declining brand attractiveness affecting its sales figures. Thus the brand needed relaunch to reposition the brand back in the market. Avani Advertising was approached to come up with a strategic plan to relaunch KNP Paints in Nepal, and retain its top 3 spot as a Premium Paint brand in Nepal.

The Strategy

The market for paints in Nepal was already competitive; thus, planning and execution of campaigns needed a direct connection. Avani’s creative team focused on using a compelling tagline reflecting its dominance on Japan's paint market and worldwide. The Tag “Japan’s No. 1 Paint” was decided to get incorporated into the brand copy in print, audio, and audio-visual releasing platforms.

The Results

The brand copy “विश्वभर फैलिएका घरहरु रंगाएको Japan को No. 1 Paint लाई हामीले ल्याएका छौं अब नेपालमा ” was featured in all advertising mediums. The use of the tag” Japan’s No 1 Paint” worked well with the Target Consumers.

With a new brand name and a very low recall of the product in the market,this campaign’s TOM takeaway hit the brought targeted annual good revenue in the first year. This gave KNP a market position that made the company raise consumer demands and meet the annual sales goal and retain its position as the Top 3 Best Paint Brand in Nepal.