2. Facebook Application
Activity date – 1st November 2012 – 23rd November 2012

3. • It is said that Goddess Lakshmi visits the
cleanest house first on Diwali
• This is why we all keep our homes fresh, clean
and tidy just before Diwali
• Common things people do to
welcome the Goddess are
- Rangoli’s outside the house
- Light a string of Diyas
- Do a complete home makeover

4. The first name that comes to mind when we think
of Home makeovers is Asian Paints

5. • Apart from nuclear families there are newly married
couples and youngsters (staying on rent) who are
looking for easy home makeover solutions. How do
we catch their attention?
• How do we reinforce the strong brand connect
between Diwali and Asian Paints with a younger
audience present on Facebook?
• How do we achieve the above without being too
direct, technical or salesy.

6. Lari is the most popular fire cracker that comes to mind when you think of
Diwali.
Once you light it there is a domino effect. Lots of small firecrackers add up
to make a big impact.
The same way in which a message goes viral on Facebook. One user
initiates a conversation. His friends join in, followed by the friends friends.

7. Diwali Lari Facebook Lari

8. We need to be on top of the mind of the Facebook audience who is looking for a
home makeover solution.
To keep the concept fun and engaging without sounding too salesy.
To replicate the popular Diwali Lari virtually on Facebook. But with a twist.
How?
Each little cylinder shaped firecracker is dedicated to a user.
The little firecrackers are no longer in the traditional red colour. We let the user
customize them with
- His / Her Name
- His / Her Favourite Colour
To make the chain the longest Lari seen / heard we allow users to tag their friends
too.

9. The virtual lari with names
of Facebook fans
showcased in their
favourite colour

10. • Weekly prizes announced for participating in
the application
• A grand prize of a home makeover to 1 winner

11. An interactive
landing tab to
set the mood.
User has to
light the rocket
to proceed

12. Encouraging
the user to join
the Biggest
Lari seen /
heard.
Since the
number
started from a
modest 0. Each
participant in
the chain
understands
the value of
his /her
contribution

13. A simple step
by step
navigation
with great
emphasis on
Adding Friends
and Sharing
the concept

14. An easy
interface to
add friends
and to pick a
colour
associated to
them.

15. An easy
interface to
add friends
and to pick a
colour
associated to
them.

16. The Colour Ki
Lari in Action

17. The Colour Ki
Lari in Action

18. A simple Diwali greeting &
an ability to
- Add more friends
- View the leader board.

19. The Leader Board

20. 20,000 people were a part of the Lari and lit it too.

21. 18,300 people viewed the application more than once.

22. 65,000 people were tagged by 20,000 who participated.

23. 13,00,000 people on Facebook were exposed to the Colour Ki Lari
Facebook Application and the message from Asian paints
Assumption
65,000 users tagged. Each of them has 200 friends. 10% of these
friends were exposed to the message in their news feed

24. 4,255 new fans joined the page organically contributing
to 7% growth.