Reliance Paints

Overview

Reliance Paints Ind. Pvt. Ltd. is a Nepal-based paint manufacturing company located in Jorpati, Kathmandu. They specialize in producing a wide range of decorative and industrial paint products, including Emulsion (Interior/Exterior), Distemper, Primer, Enamel, and various furniture finishes.

Despite offering high-quality products, Reliance Paints faced stiff competition from established international and local giants. To capture market share during Nepal’s biggest festive season, the brand faced specific challenges:

• Fragmented Brand visual identity across dealer networks and digital platforms.
• Difficulty standing out in the noise of festive advertising.
• A requirement to drive bulk purchases during the critical Dashain-Tihar window.

Strategy

We identified that paint purchases during Dashain and Tihar are emotionally linked to home renewal, celebration, and prosperity. Our strategy was to position Reliance Paints not just as a functional product, but as a festive enabler that rewards customers for beautifying their homes.

Our strategy centered on:

  • Visual Consistency: Elevating the brand to look as premium as international competitors.
  • Dashain–Tihar festive sentiment: Leveraging festive emotion to drive purchase decisions.
  • High-Value Offer: Offering a guaranteed high-value asset (Silver) instead of discounts or lottery tickets to incentivize bulk purchasing.

Execution

We executed a 360-degree brand revamp and a festive sales push through a coordinated 3-step approach:

  • Unified Visual Identity: We crafted a new logo and a suite of visual assets to ensure a consistent, premium look. This was rolled out across:
    • Dealer Branding: Uniform DPS boards to increase visibility at different shops.
    • Merchandise: Branded items to build loyalty among stakeholders.
    • Social Media: A cohesive digital presence and aesthetic.
  • The “Silver Gift” Campaign: We launched a high-impact sales scheme that rewarded volume purchases with silver, creating a direct link between spending and reward:
    • 5 grams of free silver on a purchase of Rs. 25,000.
    • 10 grams of free silver on a purchase of Rs. 50,000.
  • Audio Marketing: Deployment of the catchy jingle “Reliance paints संग दशैं तिहार, घर राङ्गाउदा चादी उपहार” to reinforce the campaign message and make the brand recognizable.
  • Meta Ads: We ran precise targeting campaigns on Facebook and Instagram to reach homeowners planning renovations, highlighting the “Guaranteed Silver” offer to drive immediate dealer visits.

Results

  • 1.6 Kg Silver Distributed (Proving high sales)
  • 750,000+ Digital Impressions
  • NPR 9 Cr+ Campaign Revenue