Ad Campaigns
Asian Paints introduces NeoBharat Latex Paint ad film
Mumbai: Asian Paints, a 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, NeoBharat 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. NeoBharat 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, NeoBharat Latex Paint offers over 1000 shades for consumers. These colours of progress, as referred to by Asian Paints, are 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 NeoBharat 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, NeoBharat Latex Paint emerges as the paint of choice for a 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 endeavour to better himself and his game resonates with Asian Paints’ endeavour to create better homes for their consumers.
The ad film for NeoBharat 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 NeoBharat 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, Asian Paints Ltd. MD & CEO Amit Syngle said, “NeoBharat 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 TVC, Syngle added, “Offering both quality and great value for money, NeoBharat Latex Paint aims to uplift and inspire millions of Indians who aspire to improve their 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 onboard 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 with the launch of Asian Paints NeoBharat Latex Paint, propelling Asian Paints to being a strong part of a new and progressive India”.
NeoBharat is not just a painting; it signifies Asian Paints’ commitment to pushing the boundaries of creativity and technology. It’s ushering in 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.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
