Asian Paints Mechanised Tools: From Demo to Purchase

01 / The business problem

Asian Paints TruCare’s mechanised tools could help contractors complete jobs faster and more efficiently. But many contractors were either unfamiliar with the range or assumed the tools would be complicated to operate. Traditional product communication could explain the features, but it could not give contractors the confidence to invest in unfamiliar equipment. Contractors needed to see the tools in action, understand how they applied to their everyday work and ask questions before making a purchase decision.

02 / The strategic idea

Don’t just explain the tools. Let contractors experience their value. We created a connected demonstration journey that moved contractors from initial discovery to a deeper, personalised product experience. Branded vans introduced the mechanised tools range in contractor-heavy markets. Interested contractors could then use WhatsApp to book a live demonstration at a convenient time and in a relevant regional language. The demonstrations were conducted by a trained expert from a dedicated studio housing the complete product range. Contractors could watch the tools in action, understand their applications and ask questions in real time. This created a clearer path from product awareness to informed purchase consideration.

03 / From awareness to purchase

The programme was delivered across 26 cities in relevant regional languages. Discover Branded vans visited contractor-heavy markets, introducing contractors to the mechanised tools range and demonstrating how the products could make everyday work faster and more efficient. Book Interested contractors used a WhatsApp Business bot to select a convenient slot for a more detailed product demonstration. Experience At the booked time, a trained expert conducted a live demonstration through StreamYard from a dedicated studio housing the complete product range. Understand Contractors could see how each tool worked, understand where it could be used and ask questions in real time and in a language familiar to them. Consider and purchase Once contractors understood the products and felt more confident using them, they could move to the next stage of the purchase journey. From first interaction to confident purchase Each touchpoint addressed a different barrier, moving contractors from unfamiliarity to understanding, confidence and purchase consideration. 01 / Discover — Branded vans made the product range visible and accessible in contractor-heavy markets. 02 / Understand — Regional-language communication explained how the tools could improve speed and efficiency. 03 / Book — A WhatsApp Business bot made it easy to choose a convenient demonstration slot. 04 / Experience — A trained expert operated the tools live and answered contractors’ questions in real time. 05 / Convert — The demonstration experience helped contractors make more informed purchase decisions.

05 / Business & brand impact