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The case examines the marketing strategy adopted by Asian Paints Limited (AP) after restructuring its businesses. The case provides a detailed account of how the company initiated customer relation-building initiatives with services such as Colorworld, Helpline and Home Solutions. The case also highlights the problems faced by the company in building brand image in an industry where consumer involvement was very low. The reasons for dropping ''Gattu'' from the AP logo and the company''s brand restructuring initiatives are also explained. The case is structured to enable students to: (1) understand the importance of customer relationship in the success of a brand; (2) understand the points to be taken into consideration when opting for brand restructuring; (3) understand the importance of the brand logo for communicating with customers; and (4) understand the points to be kept in mind when going in for a change in communication with customers through advertisements. This case is aimed at MBA/PGDBA students, and is intended to be part of the marketing management curriculum. The teaching note does not contain an analysis of the case.