Innovation, Inspiration and Partnership to define new brand identity of Asian Paints Berger

March 21, 2019

Asian Paints, one of the top ten coatings companies in the world has unveiled a refreshing new brand identity for its operations in Oman – Berger Paints. The newly unveiled brand, ‘Asian Paints Berger’ comes with a new positioning, “The Colour of Tomorrow” that seeks to enshrine the principles of ‘Innovation, Inspiration and Partnership’ in its product offerings and its relationships with channel partners and end-users.

‘The Colour of Tomorrow’ symbolises a bold new commitment to Oman that factors in the differentiating geographical and environmental characteristics of the Arabian Gulf, as well as the distinctive cultural richness and values of the region. In essence, it places customer interests and preferences at the core of its corporate philosophy and marketing strategy.

Underpinning the new logo and identity are three core values: cutting-edge Innovation in product offerings, Inspirational marketing, and true Partnerships driving its retail strategies.

Exemplifying the commitment to innovation, Asian Paints Berger has announced the launch of ‘Royale Atmos Health Shield’ a ground breaking technologically advanced productlogy that kills more than 99% bacteria incident on walls in less than 2 hours and also refreshes indoor air quality by removing harmful pollutants like formaldehyde which is emitted by furniture, from air fresheners, cooking gas, etc. It also incorporates activated charcoal meshes that adsorbs bad smells, comes with a mild fragrance and splatter-free feature technology making the whole painting experience pleasant.

The company also unveiled an inspiration-filled colour trend book for 2019 designed to ignite the creative imaginings of consumers and to express themselves through a rich repertoire of colours.  Significantly, the brand makeover represents a new milestone in Asian Paints Berger’s presence in the Arabian region stretching nearly four decades with a customer base distributed across Bahrain, Kuwait, Qatar, UAE and Yemen, besides the Sultanate of Oman. 

Over the years, the company has consistently innovated its product and service offerings by introducing definitive products such as Royale, Weathercoat, Royale Play, TUFF, Select & Decora and has gained good mind share amongst all its stakeholders. A signature feature of the company’s market positioning is its ‘Décor Lounges’ – dedicated stores where consumers are encouraged to explore the world of paints and colour in an authentic setting.  In line with the rebranding, these stores will also undergo a facelift.  ‘Moodboards’ recreating the Colours of Arabia will introduce customers to shades that particularly resonate with Oman and the Arabian region.

Our new positioning, ‘The Colour of Tomorrow’, symbolises an organisation that truly understands the many shades and facets of our customers,” said Mr. Joseph Pulikottil, General Manager of Asian Paints Middle East.As one of the largest coatings companies in the world, we are constantly repositioning ourselves in true partnership with our distributors and consumers.  In the journey ahead, Asian Paints Berger is committed to staying true to the three core pillars of our new identity: Innovation, Inspiration and Partnership.” He added.