The ColourNext team works for almost a year for every forecast report and the Colour of the Year that they aim to launch at the beginning of the year. A major concern that they wanted to address with the forecast launch was to build awareness about the report and make it easily accessible to all – not just interior designers and architects – as well as make it stand out of the clutter of social media.
While Asian Paints is primarily a paint manufacturer, it is often overlooked as just that. The entire business and portfolio of the company is much larger and insightful, one of them being ColourNext. Questions arise like why is a paint company providing such elaborate design reports? What are these forecast trends and how can one relate to it?
The solution was to give the audience a thorough understanding of the design trends with grid posts and stories as well as solve the concerns the ColourNext team came to us with. We established properties of What, Why, and Where for example – ‘What is Into the Deep’, ‘Why Into the Deep’, and ‘Where to use Into the Deep’. Also, the design for the carousels as well as the trend logos by team ColourNext made the creatives stand out on the Asian Paints feed.
The four design forecast trends revealed in 2024 were Soil, Into the Deep, Goblin Mode, and Indo Futurism along with the Colour of the Year being ‘Terra’. From social media teasers to the final launch at the event, we put the design and ideas in place that make this launch a success.
Other than the campaign, we also went on-ground to cover the event live at India Design Week in New Delhi. This was in collaboration with ColourNext as well as Beautiful Homes by Asian Paints that included live posting on the Beautiful Homes social media with films, carousels, stories, and reels for ColourNext. We captured every element and emotion that moves through a humongous event, from recording people’s reactions and emotions, the larger-than-life spatial installations, and speaking with the architecture and interior design community as they walk through the ColourNext floor, to little details like the giveaway bags and the workshops that were held at the booth. It all came together and went live across Asian Paints social media during the launch week in February 2024.
