Asian Paints gives wood a stylish spin with a Truly Italian touch

MUMBAI: What happens when half-Italian charm meets fully Italian craftsmanship? Asian Paints has found the perfect answer in its new WoodTech Emporio – Truly Italian campaign featuring Dino Morea. With a wink and a dose of wit, the campaign celebrates what it means to be authentically Italian stylish, sophisticated, and effortlessly original.

In a series of light-hearted films conceptualised by Ogilvy India, Emporio’s latest campaign takes aim at the world’s obsession with imitation. Each film contrasts what’s “Italian” with what’s Truly Italian, reminding homeowners that real artistry can’t be faked, it’s crafted. From a Mango Tiramisu that’s just a sweet imposter to a not-so-Italian Pink Sauce Pasta, the campaign draws playful parallels between culinary clichés and craftsmanship, positioning Emporio PU finishes as the genuine article rich, elegant, and timeless.

In the Italian Suit film, Dino Morea brings his half-Italian heritage and full-bodied charisma to the fore. The film likens his impeccable style to Emporio’s premium finishes, refined, effortless, and radiating quiet confidence. It’s this fusion of charm and craftsmanship that turns every piece of woodwork into a statement of taste.

Asian Paints WoodTech Emporio’s Italian Clear and Colour finishes are designed to do more than just coat surfaces, they transform them. The Clear range enhances the natural grain and warmth of wood, while the Colour range introduces depth and drama. Both finishes promise durability and performance suited to Indian conditions, ensuring furniture that looks as luxurious as it feels.

With the Truly Italian campaign, Asian Paints continues to bridge global inspiration and Indian sensibilities, bringing home the allure of authentic Italian design with a playful twist. Because in a world full of fakes and “inspired by,” Emporio doesn’t just look Italian, it is Truly Italian.