The 'Rang Yatra' initiative aims to instruct the target segment on techniques for the correct use of Nerolac's premium brands - Allscapes and Excel.
New Delhi-based Solutions Integrated Marketing Services executed the initiative, which covers 75 locations in Gujarat and Maharashtra in the west and Punjab in the north.
Anuj Jain, Goodlass Nerolac vice-president for sales and marketing, said: "This innovative and proactive guidance camp was launched with the aim of sharing techniques and guidelines that will help painters in their trade. This is a self-improvement course; we are providing painters a podium to enhance their expertise."
Goodlass Nerolac used POPs in markets frequently visited by painters for announcing the arrival of the 'Rang Yatra' van on specific dates for the course.
To make these sessions exciting and interactive, games and quizzes were made an integral part of the exercise. Painters in the 'Rang Yatra' camps were awarded with certificates and branded paintbrushes.