As CMOs of brands across categories are working to navigate the challenging post-COVID landscape, Peeyush Bachlaus AVP – Marketing, Kansai Nerolac Paints Ltd shares with us his key learnings, insights into changing consumer behaviour and the brand’s current approach towards marketing and communication.
What was your key learning from the lockdown earlier this year for your brand and overall industry?
In times like these, it is essential that a brand accurately understands its stakeholder's requirements and needs. This is applicable to the overall industry as well. Only then, can it successfully work towards the larger benefit of society. In our case, painters and dealers form an integral part of our stakeholder ecosystem. Our success through the years is attributed to these communities due to their constant support. We are in continuous touch with them to comprehend their issues and we intend to do our bit, to help them get through these difficult times.
We are doing this through a series of initiatives. We recently announced an early disbursement of funds to our painter community through the Nerolac Premium Painter Pragati (NPP Pragati) Programme which benefitted over 30,000 painters. We will also be creating a crowd-funded endowment to provide financial aid to our painters infected by novel Coronavirus in association with Give India.
What is one consumer pattern that you pre-empt right now for your sector and overall industry?
Consumers are going to be selective and cautious while making choices. Categories that are discretionary in nature will undergo scrutiny. Demand for paints is expected to rise considering people have had the chance to stay home for a longer period and evaluate their home and décor needs. Further, people are likely to become hygiene conscious, hence specific paint solutions that will address this trait are likely to witness an increase in demand.
What is one thing that you can avoid doing right now and what is it that you must do right now for your brand?
It is imperative that messaging from any brand in situations such as these, should be empathetic and address the needs of the consumers and stakeholders. This time should be utilised to convey important information that will benefit stakeholders. Staying sensitive to their sentiments and approaching the entire situation in a holistic fashion is essential at this time.
Are you going to increase ad spends on Digital? If yes, by what percentage?
At present, it is difficult to comment on the preferred communication mediums, as each of them has a unique role to play, especially in our category which deals with a variety of stakeholders. Increased focus on Digital by brands is natural but the growth in TV viewing is also offering marketers avenues to explore.
What is your message to the consumer of your brand?
The message I would like to convey is – taking care today would ensure a colourful tomorrow for all of us. Stay home and stay safe, everyone.
