Asian Paints introduces loyalty program
Asian Paints has launched a multi-dimensional loyalty program which
will contribute to the empowerment of local painting technicians.
Asian Paints, Brand Ambassador Kumar Sangakkara (centre)
with a painter who received the ‘Masterstrokes’ Membership
Card (second left) and (from left) Director and General
Manager, Asian Paints (Lanka), Jacob Kuruvilla, Assistant
General Manager, Marketing, Channa Hewage and Brand Manager
Over 1,100 professional building painters of the Western and Southern
Provinces of the country were registered and enrolled into
'Masterstrokes' in a single evening at the launch of the program at the
'Eagles Lakeside' banquet hall recently.
The painters are the first batch of beneficiaries of an initiative
that Asian Paints hopes to role out across the country to build
professional skills, knowledge, practices and earnings of this segment
of the workforce, which uses its products.
Professional painters can register themselves as members via their
mobile phones, leading to the creation of a database that will enable
Asian Paints to gain an insight into product and brand use, provide
training inputs and offer targeted benefits and rewards.
Director and General Manager of Asian Paints (Lanka) Limited, Jacob
Kuruvilla said, "Masterstrokes takes our engagement with professional
painters in Sri Lanka to a new level. Asian Paints has a wide product
range in the local decorative paints industry, and as we produce new and
increasingly innovative products, there is a need to raise the skill
levels of the artisans who work with it."
"Masterstrokes is a demonstration of our commitment to develop the
local market and the livelihoods of the painters," he said.
Asian Paints Brand Ambassador Kumar Sangakkara called on painters to
take pride in their profession and said that the loyalty program was an
opportunity to gain an impetus in their progress and build a
relationship with the company.
Asian Paints is among the top decorative paints manufacturers in the
world, with annual sales of over US$ 2.2 billion. The company has 28
manufacturing facilities in 18 countries and serves consumers in 65