Asian Paints Project Sales

Engineering a voice of its own

Asian Paints' B2B division built its own identity with engineering-led stories for built-environment professionals.

Engagement LinkedIn management, video and event contentSector Construction and building materials

The ask

Give Asian Paints Project Sales, the B2B division of Asian Paints, its own identity and influence online: a knowledge-led, engineering-focused presence that simplifies complex concepts and engages built-environment professionals.

The roadmap

01
Launch recurring video properties: The Future of Infra and Science Behind Surfaces.
02
Turn a large technical portfolio into stories: solution journey films, product and technology spotlights, and sector and application stories.
03
Extend expert forums such as CCKLI and SmartCare Geo with pre-event content, live coverage, LinkedIn polls and post-event carousels.
04
Back it all with organic and performance campaigns, from product videos to #StArtKolkata.

Goals and outcomes

Goals

Give the B2B division an identity separate from the consumer brand.
Simplify surfaces, materials and construction systems for professional audiences.
Showcase solution expertise across factories, infrastructure, builders and housing societies.

Outcomes

A differentiated LinkedIn ecosystem rooted in technical knowledge.
Industrial flooring, waterproofing, admixtures and repair portfolios made easier to understand.
Events whose life and reach extend well beyond the venue.