Asian Paints ramps up brand, regional push as ad spend tops Rs 1,272 crore

MUMBAI: A fresh coat of strategy is helping Asian Paints colour outside the lines. As competition intensifies and consumer preferences evolve, Asian Paints is doubling down on brand building, innovation and regional marketing to drive growth in FY26. The paints major has identified stronger brand equity, deeper market localisation and premiumisation as key levers for its next phase of expansion.

In its latest annual report, CEO Amit Syngle outlined a multi-pronged growth strategy centred on innovation, scaling services, strengthening regional execution, expanding B2B opportunities and increasing the company’s presence in industrial coatings.

At the heart of the effort is Asian Paints’ long-running Har Ghar Kuch Kehta Hai platform, which continues to position the brand as more than a paint manufacturer. The campaign reinforces the emotional connection between homes and the memories, aspirations and identities they represent.

To keep that connection vibrant, the company broadened its presence across entertainment, sports and music. Its marketing portfolio included a 25-year association with Kaun Banega Crorepati, its role as the Official Colour Partner of the Indian cricket team, partnerships with regional editions of Bigg Boss and collaborations with Spotify I-POP.

The increased focus on brand visibility was reflected in spending. Advertising and sales promotion expenditure rose 11.3 per cent year-on-year to Rs 1,272.86 crore in FY26, underlining the company’s intent to remain top-of-mind in an increasingly competitive market.

Asian Paints also expanded its influence among industry stakeholders, collaborating with more than 5,440 architects and interior designers and over 137,000 business creators during the year.

Regionalisation remained a cornerstone of the company’s playbook. Building on its limited-edition regional packaging initiative, Asian Paints expanded the programme into new markets while launching localised campaigns tailored to cultural nuances.

One such initiative was the Garv Se Haryana campaign for Apex Dust Proof, which tapped into regional pride and local storytelling to deepen consumer engagement. The company also enhanced customer interaction through QR-enabled augmented reality features embedded in regional packaging, allowing consumers to discover the stories and inspirations behind each design.

Chairman R. Seshasayee said the company continued to invest aggressively in both brand equity and product innovation despite operating challenges.

He noted that a steady stream of new product propositions and stronger marketing interventions helped Asian Paints maintain its position as a preferred choice for Indian consumers. He also highlighted the company’s premium and luxury portfolio strategy, which has supported stronger realisations while reinforcing brand positioning.

As India’s paints market becomes increasingly crowded, Asian Paints appears determined to ensure that its next growth story is painted not just in new colours, but with sharper consumer insights, deeper regional relevance and a bigger marketing brush.