Making Masterstroke Program Easy to Join

Masterstroke is Asian Paints’ loyalty program, run across a dealer base of 4,000+ and designed to drive customer retention and engagement through a dedicated app.

Using The Thought Pentagon, Cognitive Reframing made redeeming feel simple, and Identity Alignment meant painters and contractors were addressed in their own language, through a video explaining the entire application, adapted into 8 languages for pan-India reach.

The video played on in-store displays so painters and contractors could see how to redeem, and was also circulated on phones, letting them follow it step by step while redeeming at the time of purchase.