ColourNext is the annual colour and décor trend forecast IP by Asian Paints. Every year as part of ColourNext, Asian Paints forecasts 4 Trends, 1 Colour of the Year and 1 Wallpaper of the Year along with an elaborate Colour, Material, Finish and Texture CMFT palette for each trend. We were tasked with content & copy, and material consultancy for ColourNext 2020-2022.

Role: Content & Copy; Material Consultancy

Brief:

• Articulation of Trend Stories: Assimilate the secondary research. Articulate 4 trend stories and the Colour of the Year Macrostory.
• Material Consultancy: Recommend materials as part of the CMFT palette. Work closely with Asian Paints’ Colour Team and The Colour Workshop to come up with a coherent CMFT palette and colour & material stories for each trend.
• Content: Each trend story is expanded into Trigger (causes) and Manifestations (effects), the latter further divided into Lifestyle & Design Manifestations. We researched and collated content for these sections in addition to writing copy.
• Copywriting: Master copy for Trend Report, Lookbook (Décor Directions), Exhibition Pavilions, ColourNext Store, Press Release, Adapt for ColourBook & Event Giveaways.

Additionally: To align different teams working on the project (Designers, Agencies, In-house experts and Consultants), we created a WIP website link where all the R&D and examples were hosted. This site was referred back to for content and décor idea; it served as a quick archive for ColourNext.

Credits
Asian Paints Colour Marketing Team: Amit Syngle, Srikanth SK, Sumeet Bhojani, Puneet Singh, Vidya Iyer, Preeti Jesudoss, Ramandeep Singh
Research: Quipper Research
Content & Copy: Fish Do It
Designers: Wari Watai
Consultants: Navdeep Kaur, Pavitra Rajaram, Ashwini Deshpande