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Tag: Asian Paints

  • Asian Paints damp proof shields Old Trafford pitch

    Asian Paints damp proof shields Old Trafford pitch

    MUMBAI – In a unique activation, Asian Paints Damp Proof – India’s leading waterproofing solution has branded the cricket rain pitch cover at Old Trafford stadium during the recent India vs. England Test match. This crucial rain shield, which protects the cricket pitch from sudden downpours and ensures minimal game delays, became a powerful symbol of Asian Paints Damp Proof’s leadership in waterproofing, much like how the brand protects millions of Indian homes from water damage.

    Partnering with FCB Kinnect, Asian Paints brilliantly leveraged cricket’s rain delays, a cultural moment followed intensely across India, to demonstrate the brand’s promise of protection.

    Cricket in India is more than just a sport, it’s a shared passion that unites over a billion people. Yet, rain delays often bring matches to a halt, creating moments of tension and anticipation that dominate conversations nationwide. By owning the stadium’s rain pitch cover, Asian Paints Damp Proof turned these rain interruptions into a live demonstration of its expertise, protecting the very heart of the game – the pitch.

    Asian Paints MD & CEO Amit Syngle said, “Cricket is deeply loved in India, and when rain interrupts a match, it creates a moment everyone talks about. As India’s leading waterproofing solutions brand, we leveraged this moment to demonstrate our expertise where it truly counts. By integration on the cricket rain pitch cover, we reinforced our promise of protection in the most impactful way.”

    FCB Kinnect CEO Rohan Mehta added, “Brand leaders lead conversations, rather than join them. We saw the rain interruption and turned it into a moment of brand truth, and it became a real-time demonstration of the brand’s promise. At FCB Kinnect, this is the kind of creative integration we thrive on – culturally resonant and undeniably effective.”

    Neville Shah, CCO, FCB Kinnect, said, “Rain is truly frustrating when it comes to cricket. Covering the pitch to keep it dry, has always been a part of the sport. Spotting the media opportunity with a seamless connection to our core proposition is what makes the idea truly stand out. It’s not just ANY sponsorship. It’s relevant.”

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  • Mission Sponsor Possible as Special Ops 2 locks in 14 brand partners

    Mission Sponsor Possible as Special Ops 2 locks in 14 brand partners

    MUMBAI: Espionage has never looked so marketable JioHotstar’s Special Ops 2 is back, and it’s bringing more than just bullets and secrets to the screen this 18 July. It’s bringing brands. Fourteen of them. Special Ops 2, the latest instalment of the hit thriller franchise, is already making headlines before its premiere not just for its high-stakes cyber warfare plot, but for its impressive brand line-up. With 14 marquee sponsors on board, the show has set a new benchmark in branded entertainment for scripted Indian OTT content.

    From automobiles to FMCG, and personal care to mutual funds, Special Ops 2 has attracted a cross-sectoral advertiser base that includes Hyundai, Jaquar & Co, Directors Elaichi, Asian Paints, UTI Mutual Fund, Envy, Philips, Lux Industries, Domino’s, JK Cement, Oppo, Swiggy, Toothsi, and Sony Bravia. This marks the highest-ever sponsor count for a title under the Specials banner on JioHotstar.

    “With Special Ops, we’ve built an iconic IP that delivers both cultural impact and business value,” said JioHotstar head of revenue entertainment & international Ajit Varghese. “This kind of brand response speaks to the power of premium storytelling and the platform’s ability to deliver engaged, meaningful audiences at scale.”

    Returning to the screen is Kay Kay Menon as Himmat Singh, the stoic intelligence officer at the centre of the action. But this time, he’s stepping into a more shadowy world of cyber espionage, system sabotage, and faceless digital enemies, a timely theme in an age of digital vulnerability.

    The rise in sponsorships also underscores how advertisers are shifting focus towards long-form, high-quality original series as strategic storytelling platforms. JioHotstar’s previous original, Criminal Justice Season 4, similarly drew widespread brand attention, signalling a growing trend in content-backed advertising integrations.

    Special Ops 2 premieres on 18 July exclusively on JioHotstar, and if the buzz (and brand budget) is anything to go by, this mission’s already a success before its first intel drop.

  • Asian Paints taps Telugu TV glam for latest shade guide ‘Gruhashobha’

    Asian Paints taps Telugu TV glam for latest shade guide ‘Gruhashobha’

    MUMBAI: Asian Paints is adding a stroke of serial-style flair to your home with its latest launch, Tractor Emulsion Gruhashobha – a region-specific colour guide inspired by the vibrant sets of hit Telugu TV serials. In a bold crossover between décor and daily drama, the brand has teamed up with Star Maa to turn the look and feel of shows like Karthika Deepam 2, Gunde Ninda Gudi Gantalu, and Intinti Ramayanam into real-world inspiration for home interiors.

    With leading ladies Deepa, Meena and Avani as visual muses, played by fan favourites Premi Vishwanath, Amulya Gowda, and Pallavi Ramisetty. The guide taps into the cultural pulse of Andhra Pradesh and Telangana, where television isn’t just watched, it’s lived.

    The trio of serials already reaches 55 million viewers, covering 62 per cent of monthly audience reach across the Telugu-speaking belt via Star Maa and JioCinema. Riding that emotional connection, Gruhashobha transforms on-screen aesthetics into a curated guide of 65 colour combos, complete with room-specific stencils, styling tips, and visual mockups, all built around Asian Paints’ Tractor Emulsion.

    Known for its anti-fade finish, budget-friendly pricing, and four-year warranty, Tractor Emulsion is a go-to choice for middle-class households and now, it comes wrapped in serial-style stardust. From glossy staircases to pastel bedrooms seen on-screen, the colour guide lets consumers visualise the same in their own homes, adding a cinematic twist to everyday design.

    With over 2,000 shades, Tractor Emulsion already offers scale, but Gruhashobha turns that into something intimate, familiar, and hyperlocal. This launch is yet another masterstroke in Asian Paints’ eight-decade-long journey of blending consumer insight with cultural connection proving once again that India’s favourite colour palette often begins with what’s playing on screen.

  • Mira Kapoor and Asian Paints turn travel memories into textured walls

    Mira Kapoor and Asian Paints turn travel memories into textured walls

    MUMBAI: When is a wall more than just a wall? When it moonlights as your travel journal textured, tinted, and touched by Rome. In a seamless blend of personal nostalgia and tactile luxury, Asian Paints has teamed up with lifestyle maven Mira Kapoor for its Royale Play collection bringing travel-inspired storytelling right into the living room. The collaboration is a masterclass in how walls can do more than hold paint; they can hold memories.

    Drawing from her travels, especially the eternal city of Rome Mira reimagines a corner of her home through Royale Play’s textured finishes, evoking colonnades, aged stonework, and sunlit patinas in an aesthetic that feels both ancient and intimate. “Every place I’ve travelled to has left a mark on me… and now, on my home,” she muses in the campaign film, as camera pans reveal elegant walls whispering stories of cobblestones and classical charm.

    The creative showcase comes at a time when décor is evolving from cookie-cutter colour palettes to expressive, textured statements. Royale Play, already known for its luxurious finishes, now takes on the role of memory-keeper, encouraging homeowners to turn walls into mood boards for their lives.

    For Asian Paints, this isn’t just a celebrity tie-in. It’s a design philosophy. “Décor is deeply personal,” says Asian Paints MD & CEO Amit Syngle. “It reflects memories, passions, and experiences. Mira exemplifies this how even a fleeting moment in Rome can be translated into something lasting at home.”

    Royale Play’s range of finishes allows homeowners to explore beyond trends offering textures that mimic everything from sandstone and brushed linen to metallic sheens and artisanal plasters. It’s a collection that invites touch as much as it commands attention.

    What Mira brings to the table is more than influence, it’s intent. The collab isn’t about recreating Rome, but recapturing a feeling, a fleeting sunset, or the hush of an old piazza. And with a touch of Royale Play, that essence now lives on her walls.

    With this campaign, Asian Paints paints a bigger picture, one where your story becomes your style, and walls are no longer blank canvases, but chapters waiting to be read.

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  • Asian Paints rolls out ‘Royale Glitz – Tribute to Odisha’ with a splash of soul and shimmer

    Asian Paints rolls out ‘Royale Glitz – Tribute to Odisha’ with a splash of soul and shimmer

    MUMBAI: Asian Paints is adding a coat of culture to its colour charts. The company’s latest limited-edition launch, Royale Glitz – Tribute to Odisha, isn’t just a new look for its luxe emulsion range—it’s a curated homage to the rich tapestry of Odisha’s traditions.

    Wrapped in the elegance of Pattachitra art and infused with motifs from the state’s iconic heritage—think Odissi dancers, the mighty Hirakud Dam, and the timeworn glory of the Konark Wheel—the pack is less packaging, more cultural artefact.

    “At Asian Paints, we believe that every state is not just a market, but a living story. Our Royale Glitz ‘Tribute to Odisha’ edition is more than packaging—it’s a celebration of Odisha’s enduring artistry, spiritual energy, and cultural depth. As a market, Odisha is discerning and design- aware, and this initiative reflects our intent to not only lead in innovation and aesthetics but also lead in cultural sensitivity. This is how we continue to elevate décor from just product to purposeful expression,” said Asian Paints MD & CEO Amit Syngle.

    Known for its crème-finish glow and anti-crack performance, Royale Glitz now arrives with a dose of regional pride. The move is part of Asian Paints’ ongoing push to regionalise its offerings—fusing décor and storytelling to create deeper consumer connections.

    Backing the pack is a localised campaign featuring an original Odia track composed by Geet Vani and sung by Barnali Hota. The music video wraps Odia pride in melody, adding a lyrical layer to the product’s visual punch.

    Available across select markets in Odisha, the Tribute to Odisha pack paints a picture of how luxury décor can echo local identity—one brushstroke at a time.

  • Scripted for success Alisha Sharma joins The Script Room as ECD

    Scripted for success Alisha Sharma joins The Script Room as ECD

    With a decade-long résumé that reads like a highlight reel of Indian advertising, Alisha has helped build brands like Spotify, Pepsico’s Lays and Doritos, Amazon, Asian Paints and MP Tourism. From crafting Spotify’s signature Indian tone of voice to rolling out mega-hits like “There’s a Playlist for That” and “Life Kate Mazze Se”, Alisha’s storytelling is anything but on shuffle. Her work has earned nods at the Cannes Lions, One Show, Spikes Asia, Clio Awards and Effies India and she’s judged at the Young Director Awards at Cannes, too.

    In her own words, “You know you’re in the right room when conversations spark ideas and story stays at the centre. I wasn’t just looking for a change, I was waiting for the right place. Now I’m here, excited to shape this room into a house full of stories.”

    That “room” was founded by Rajesh Ramaswamy and Ayyappan Raj, who’ve built a reputation for carving out space in the industry for unapologetically narrative-driven work. Speaking on the hire, Rajesh said, “We really love the way she thinks, it’s a joy to watch her work.” Ayyappan added, “She joins at the perfect time. We’re six years in, and with her, the next phase will be even more exciting. She’s brilliant and everyone already loves her.”

    As The Script Room continues to stake its claim as the go-to shop for fresh, compelling storytelling, Alisha’s arrival feels like the beginning of a new genre part drama, part blockbuster, and all heart. Keep your popcorn ready.

  • Brandmusiq hits a six with Asian Paints in sonic spin on cricket fever

    Brandmusiq hits a six with Asian Paints in sonic spin on cricket fever

    MUMBAI: When cricket season hits India, everyone shows up batsmen, bowlers, brands, and now, basslines. In a pitch-perfect move, Brandmusiq and Asian Paints joined forces to create a rousing, regionally tuned campaign titled Coloursofcricket, turning fan passion into full-throttle soundscapes. Across the country, stadiums weren’t the only places roaring speakers were too. Crafted using the Asian Paints sonic identity, BrandMusiq composed distinct high-energy regional anthems laced with local instrumentation, language, and the emotional cues of each cricket-loving city. Think dhols in Punjab, Carnatic strains from Bengaluru, Mumbai’s bold brass and tutari, Hyderabad’s royal rhythms, Delhi’s street-style beats, and Kolkata’s folk soul, all seamlessly woven into sonic signatures that felt more like musical jerseys than just tunes.

    “India’s relationship with cricket is emotional, but every region expresses that emotion differently,” said Brandmusiq founder & soundsmith Rajeev Raja. “These aren’t just anthems, these are rallying cries, ‘musical jerseys’ for fans to wear with pride.”

    The campaign also drummed up digital participation with a contest encouraging fans to remix, dance to, or creatively express support using their city’s anthem turning passive viewing into creative cheerleading. The result? A campaign where sound met sentiment, and where branding hit a beat fans could move to.

    The Coloursofcricket initiative is a testament to the power of sonic branding done right cutting through the advertising noise, building recall, and fuelling fan pride with cultural authenticity and emotional punch.

    For a country that speaks in many tongues but cheers in one voice, this was the sound of India in surround sound.

  • Asian Paints launches Aks-e-Kashmir edition to honour Kashmir’s artistic legacy

    Asian Paints launches Aks-e-Kashmir edition to honour Kashmir’s artistic legacy

    MUMBAI: In a celebration of Kashmir’s rich cultural heritage, Asian Paints has launched a special festive edition of its Apex Ultima Weatherproof pack, aptly named ‘Aks-e-Kashmir’. The pack, released just in time for Eid, encapsulates the beauty and tradition of Kashmir, blending art with cutting-edge performance.

    The ‘Aks-e-Kashmir’ pack beautifully showcases the iconic symbols of the valley, such as the tranquil shikaras of Dal Lake, the vibrant tulip gardens, intricate pashmina embroidery, and the region’s renowned botanical gardens. It also features elements of Kashmir’s rich history, including the famous kahwa vessels, mughal baari, and the delicate saffron flowers. Every detail of the design pays homage to the valley’s artistic legacy, drawing inspiration from its traditional textiles and detailed woodwork.

    “Kashmir is more than a place  it’s a feeling, alive in its stories, colours, and traditions that reflect resilience, beauty, and heritage,” said Asian Paints MD & CEO Amit Syngle. “With the Apex Ultima ‘Aks-e-Kashmir’ special edition pack, we are not only celebrating the region’s culture and craftsmanship, but also honouring the spirit of its people, their perseverance, and the legacy they continue to build.”

    The ‘Aks-e-Kashmir’ edition is a fusion of artistic elegance and the superior weatherproof protection Apex Ultima is known for. The paint has been engineered to withstand India’s extreme weather conditions, ensuring that homes remain beautiful and durable.

    “Apex Ultima is engineered to shield homes from India’s extreme weather conditions ensuring that every home’s beauty and durability is maintained, “Syngle continued. “By bringing together strong performance with the artistic essence of Kashmir, this special edition pack captures the unique blend of strength and elegance that defines the valley’s cultural spirit.”

    Through this special edition, Asian Paints continues its tradition of celebrating India’s diverse heritage with limited-edition packs. With ‘Aks-e-Kashmir’, the brand not only offers protection but also shares the enduring beauty of Kashmir’s stories and craftsmanship.

    Watch the ‘Aks-e-Kashmir’ video here, 

  • Former Britannia CEO to captain HUL’s food division

    Former Britannia CEO to captain HUL’s food division

    MUMBAI: Hindustan Unilever Limited (HUL) has tapped Rajneet Singh Kohli, the former culinary captain of Britannia, to helm its foods division, marking a strategic move in the competitive consumer goods landscape.

    Effective 7 April 2025, Kohli will slide into the executive director, foods role, replacing Shiva Krishnamurthy, who is departing to explore external opportunities. With a sizzling 28-year career spanning consumer goods and retail, Kohli brings a recipe for success that could just be the secret sauce HUL needs.

    At Britannia, Kohli proved himself a master chef of business strategy, seasoning the company’s market position with product innovation and digital prowess. His leadership portfolio includes appetising stints at Jubilant Foodworks, The Coca-Cola Co, and Asian Paints.

    HUL chief executive Rohit Jawa  praised Krishnamurthy’s decade-long tenure, highlighting his transformation of the tea portfolio and marketing brilliance. “Rajneet brings extensive experience in managing large foods and beverages businesses,” Jawa said, signalling high expectations for the incoming executive.

    The foods business represents a significant growth runway for HUL, with Kohli’s track record suggesting he might just be the perfect ingredient to cook up further success.

  • Publicis and Havas in adland tug-of-war for Madison?

    Publicis and Havas in adland tug-of-war for Madison?

    MUMBAI: Publicis Groupe and Havas Network are in separate talks to snap up a majority stake in Madison World, India’s last large independent advertising group, if media reports are to be believed. 

    Founder Sam Balsara, who set up the agency in 1988, is looking for a deal that strengthens Madison’s future and aligns it with a global network.

    “Madison has always been open to a tie-up, but the terms must be right,” said chairman & managing director Balsara. He declined to reveal the valuation the agency is seeking. Publicis and Havas, meanwhile, stay tight-lipped.

    With an estimated Rs 5,000 crore in gross billings in fiscal 2024, Madison makes its money charging 15–20 per cent in fees. Its roster boasts over 500 clients across media, digital and outdoor, including Asian Paints, Saffola and Blue Star. But not all news is good—Madison recently lost the Godrej Consumer Products account.

    This isn’t the agency’s first dance with global suitors. A decade ago, talks with WPP and Dentsu over a 75 per cent stake sale fizzled out over valuation gaps. Now, with Omnicom snapping up Interpublic Group (IPG) to create an ad behemoth, other networks are scrambling to shore up their portfolios.

    Publicis, which leapfrogged WPP last year to become the world’s largest ad group, counts PepsiCo, Diageo and Skoda among its big clients in India. Havas, with brands such as Reckitt, Tata Motors and Swiggy, runs 25 agencies in India across creative, media and health.

    Madison isn’t new to parting ways with its ventures. In October 2022, the Balsara family fully exited MediaCom, a joint venture with WPP, selling its remaining 26 per cent stake.

    Now, the question is: will Madison go global, or will it like in the past stay fiercely independent and just let suitors court it?