Global retail design and brand consultancy FITCH celebrated their Bronze win with India-based client Asian Paints, for the Retail Interiors category of the 2014 DBA Design Effectiveness Awards. The award was given for the outstanding commercial benefits achieved by Asian Paints in implementing FITCH’s seamless retail experience across their flagship stores and dealer outlets throughout India.
The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve. This unique award rewards both client and designer for their collaboration on an effective project, and is the only award scheme to use commercial data as a key judging criteria.
Collecting the award on behalf of FITCH and Asian Paints, Tim Greenhalgh, Chairman and Chief Creative Officer of FITCH Worldwide commented, “I am thrilled for the team…they have worked long and hard with the client over 8 years to challenge conventions and rethink the way people shop in this category – the design is fantastic and visually stunning, but the experience is the key to the success of the Asian Paints brand – it works on some many levels seamlessly across the spectrum of physical, human and digital – the key ingredients of any successful future retail concept.”
Asian Paints is India’s largest paint company and the third largest in Asia. Amit Syngle, President of Sales, Marketing & Technology at Asian Paints said of the win, “FITCH’s seamless retail design has had a dramatic and tangible effect on the brand equity and image of Asian Paints. Most people who visit the store hold the brand in high esteem and associate the brand with sophistication and style. The store has inspired a number of retailers to upgrade their shops and such dealer installations are more than 150 now. Between 2012 and 2013, we have witnessed an increase in sales at such dealer stores of more than 30% with speciality paint finishes. The colour store experience has fundamentally changed our brand, such that we are now the colour and décor experts in India. This award is a great endorsement of our long term working partnership.”
The design work for Asian Paints was carried out by FITCH’s Singapore studio, the most awarded in the FITCH network. Greenhalgh added, “A prestigious DBA award is really the summit of many global awards we have won for our Asian Paints work – to be recognised for creativity and effectiveness in equal measure confirms our belief that good design can both transform consumer experience and deliver business success…very proud of the team.”