Asian Paints introduces ‘Neo Bharat Latex Paint’ with ‘Har Ghar Khelega, Har Ghar Khilega’

Delhi: Asian Paints, India’s paint and décor company, has introduced its latest innovation, Neo Bharat Latex Paint. 

 

The heart of their campaign for Neo Bharat Latex Paint is ‘Har Ghar Khelega, Har Ghar Khilega.’ Asian Paints has partnered with cricketer Virat Kohli as their brand ambassador. 

 

The ad film for Neo Bharat Latex Paint opens with Virat Kohli participating in a local gully cricket tournament as the guest of honour, engaging with the young players. After witnessing the winning shot, Kohli presents the trophy to the victorious player, who rushes home to share his win to his family. Kohli also reaches the home of this young player where local paparazzi and reporters have gathered for a picture of the player and 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 uses Neo Bharat Latex Paint to show the transformation as the home is renovated.

 

Speaking on the new launch, Amit Syngle, MD and CEO, Asian Paints, 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, 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 - Kohli for this mega launch.”

Commenting on his association with Asian Paints, 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 with the launch of Asian Paints Neo Bharat Latex Paint, propelling Asian Paints to being a strong part of a new and progressive India.”