MUMBAI: Promises may fade, but Asian Paints insists its colours and its word never will. The country’s leading paints and décor giant has rolled out a new nationwide print campaign, ‘Decades of trust, warranty that lasts’, splashed across the front pages of top national and regional dailies. Carrying the line “The years will change. Our promise won’t,” the campaign reinforces the brand’s legacy of reliability that has tinted Indian homes for over 80 years.
At the heart of the campaign lies the company’s formidable warranty portfolio stretching well beyond the industry’s short-term norms. From 4 years on smart emulsions to a robust 12 years on luxury ranges, Asian Paints has long assured longevity. This year, it raised the bar even higher with Smartcare Infinia, a first-of-its-kind product offering a 25-year warranty making it a true outlier in the paints category. With every second home in India carrying its mark, the brand isn’t just selling colour; it’s cementing confidence across generations.
The new campaign is the latest stroke in Asian Paints’ evolving communication journey. Earlier this year, it launched ‘Asian Paints ki Warranty, India ka Har Doosra Ghar Kehta Hai’, spotlighting how households across geographies vouch for its trust. That was followed by the Independence Day tribute ‘Colours of India’, a celebration of the tricolour through its portfolio of over 5,000 shades. With ‘Decades of Trust, Warranty that Lasts’, the brand now anchors itself firmly in the consumer’s faith, promising to guard homes season after season.
Asian Paints MD & CEO Amit Syngle summed it up best: trust, he said, “is not about short-term commitments, it’s about standing by families for years and decades with performance, protection and proof.” With the campaign set to expand beyond print into cricket tie-ups and digital amplifications, the message is clear: while walls may change hues, Asian Paints’ pledge of protection isn’t going anywhere.
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