Tuesday, April 16, 2024

Asian Paints pioneers new category in the paint industry with its revolutionary new offering, ‘Neo Bharat Latex Paint’


Launches new ad film ‘Har Ghar Khelega, Har Ghar Khilega’, featuring brand ambassador, Virat Kohli, driving forward the brand's proposition of partnering with consumers in their journey towards a progressive India.


Mumbai, April 15, 2024 - Asian Paints, India’s leading paint and décor company, continues its commitment to innovation, driven by a deep desire to enhance and enrich the lives of consumers across the country. Aspiring to continuously better itself and provide solutions for every Indian to fulfil their dreams within their desired budget, Asian Paints proudly introduces its latest innovation, Neo Bharat Latex Paint. This revolutionary offering marks a significant milestone for the brand, pioneering a new category in the paint industry, aiming to democratize it.


At the heart of Asian Paints' philosophy lies the belief that everyone deserves to build the life they envision. By prioritizing smart, value-driven solutions, the brand helps consumers to transform their homes into dream spaces. Neo Bharat Latex Paint represents a step in this direction. It is revolutionary in every way, equipped with special polymer technology that provides a superior finish, higher coverage and better washability. In addition to being affordable, Neo Bharat Latex Paint offers over 1000 shades for consumers. These colours of progress, as referred to by Asian Paints, is an ode to the aspirations of millions of Indians striving for a better life. The brand is dedicated to partner with them on their journey towards realizing their dreams.


This ethos forms the heart of their campaign for Neo Bharat Latex Paint - ‘Har Ghar Khelega, Har Ghar Khilega’, embodying Asian Paints’ promise to their consumers. It signifies not just a promise of quality, but a transformative journey towards a better, brighter future. As India embraces a new era of growth and development, Neo Bharat Latex Paint emerges as the paint of choice for new India that is bold, aspirational, and constantly evolving. In this journey of transformation, Asian Paints has partnered with cricket icon, Virat Kohli as their brand ambassador. His constant endeavor to better himself and his game resonates with Asian Paints’ endeavour to create better homes for their consumers.  


The upcoming ad film for Neo Bharat Latex Paint opens with Virat Kohli participating in a local gully cricket tournament as the guest of honour, joyfully engaging with the young players. After witnessing the winning shot, Virat presents the trophy to the victorious player, who rushes home to share his win to his family. Virat also reaches the home of this young player where local paparazzi and reporters have gathered for a picture of the player and Virat Kohli. Someone notices the faded walls and chipped paint in the home, prompting the decision to take the picture outside. This is the moment where the film captures the heart of Asian Paints’ campaign for Neo Bharat Latex Paint. It goes on to show the transformation as the home is renovated, bringing immense joy and pride to the family with not only having Virat Kohli in their home, but also playing a heartwarming role in the process.


Speaking on the new launch, Amit Syngle, MD & CEO, Asian Paints Ltd. said, “Neo Bharat Latex Paint marks one of Asian Paints' most significant launches to date. With this product, we are revolutionizing the industry by introducing a completely new category, making it more accessible to consumers across India. Packed with a variety of features and a diverse colour palette to cater to every preference, our new offering is designed to meet the specific needs of our customers. By penetrating the unorganized segment with a branded solution, we aim to expand the market and drive category growth as a market leader.”


Sharing more insights on the upcoming TVC, Mr. Syngle added, “Offering both quality and great value for money, Neo Bharat Latex Paint aims to uplift and inspire millions of Indians who aspire to improve theirs and their family’s lives. This ethos is reflected in our campaign, 'Har Ghar Khelega, Har Ghar Khileha', which shares the story of every Indian seeking to transform their lives. If we can contribute to the progress of the people of India even in a small way, we will be humbled. We’ll be taking our campaign message deeper as well. We are launching an initiative where we’ll be offering sponsorships to budding cricketers and help them achieve their dreams. This initiative will go live soon. We are excited to on-board cricket icon - Virat Kohli for this mega launch.”


Commenting on his association with Asian Paints, Virat Kohli stated, “I am truly excited and ecstatic to be associated with a brand known for its leadership, innovation and strong values. Asian Paints for me represents more than a brand and is like cricket; being a part of almost every Indian Home bringing joy and exhilaration to our lives. Aligning with this transformational journey, I am truly honoured to be partnering the launch of Asian Paints Neo Bharat Latex Paint, propelling Asian Paints to being a strong part of a new and progressive India”.


Neo Bharat is not just a paint; it signifies Asian Paints’ commitment to pushing the boundaries of creativity and technology. It’s ushering a new era in the paint industry, in the lives of every Indian, poised to bring its magic and joy to homes across the country.

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