Babar Khan Javed
Mar 15, 2018

Nippon Paint appoints media agency in Pakistan

The multinational paints manufacturer sought a media mix that could ensure brand recall among consumer and corporate decision-makers.

The brand's
The brand's "blobby' characters have been an ad staple.

OrientEdge UM, the media agency of Orient Communications, has been awarded the Pakistan advertising remit for Nippon Paints, a Japanese manufacturer of paint products.

The agency will handle ATL and digital for both consumer and corporate brands. Orientm McCann, the creative agency of Orient Communications, will also play a role in the remit.

Strategic planning by the agency selected TV, print, radio, and digital as the media mix for the year-long integrated marketing communications.

Rizwan Siddiqi, media director of OrientEdge UM, said the first campaign is already underway, having launched on 9 March.

Industry analysis

Valued at US$360 million in Pakistan, the paints market is split between multinationals such as AkzoNobel, Berger, Kansai, and Nippon, and local companies.

Berger and AkzoNobel are currently the leaders in terms of market share value and volume, with combined revenues equaling 35% of the market.

For Nippon to stand out, brand recall is an essential activity at the peak of the funnel, while distribution and trade marketing activities will need to target expert decision-makers on the long tail.

An affiliate of Universal McCann through IPG MediaBrands, Orient Communications sustained a credibility blow due to its ties with Masood Hashmi, the CEO of Orientm McCann, who was arrested six months ago on corruption charges, along with several other owners of media agencies. On 14 February an accountability court indicted Hashmi and several others.


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