Ad Campaigns
Asian Paints launches ‘Pragati Ke Rang’ with YouTube creators
Mumbai: Asian Paints has unveiled ‘Pragati Ke Rang’, an inspiring content series that captures the essence of progress in rural India, aligning with the mission of NeoBharat latex paint. This series features transformative stories of YouTube creators and individuals from small towns, showcasing how they’ve contributed to India’s progress while using NeoBharat Paint to brighten community spaces.
The series spotlights three YouTube creators who have made a real impact in their communities. Fitness creator Ankit Baiyanpuria, a National Creators Award winner from Sonipat, revitalises a local akhada with NeoBharat Paints, infusing vibrant murals that represent the dreams of young wrestlers. The second episode features Rajesh Rawani, a truck driver from Jamtara, who transforms a popular dhaba on NH-33 into a vibrant symbol of comfort and progress for truck drivers. Lastly, the third episode showcases Santosh Jadhav, known as Indian Farmer, revolutionising agriculture in Sangli by introducing modern farming practices and celebrating tech-savvy farmers through murals at the local Agricultural Produce Market Committee.
Asian Paints MD and CEO, Amit Syngle commented on the series, saying, “At Asian Paints, we are dedicated to fostering growth and progress across India. Our value-offering, Asian Paints NeoBharat has been an ode to the millions of Indians who are in pursuit of a better life. With NeoBharat we expanded our footprint wider & democratised the category further. Our new content series, ‘Asian Paints Pragati Ke Rang,’ highlights the inspiring journeys of individuals from small towns who are shaping their futures & adding to the progress of India. This vision closely aligns with NeoBharat, our Latex Paint designed to offer an affordable solution for creating beautiful homes & spaces. Through these compelling stories, we hope to spark aspirations by bringing alive these inspiring stories of India. Our goal is to turn every space into a symbol of progress, empowering people and communities throughout the country.”
The series, created in collaboration with Monk Entertainment and Next Narrative, reflects a collective commitment to uplifting rural India. Monk Entertainment CEO and co-founder, Viraj Sheth shared his enthusiasm, “We are thrilled to partner with Asian Paints on such a meaningful project. ‘Pragati Ke Rang’ is not just a show but a movement that reflects our shared commitment to creating content that drives real change. By collaborating with creators like Ankit Baiyanpuria and R Rajesh who resonate deeply with rural audiences, we’re able to bring forward stories that inspire and uplift while also showcasing the superior quality of Asian Paints NeoBharat.”
Adding to this, Next Narrative’s founder, Mohit Jagtiani said, “YouTube serves as a vast and inclusive platform where creators can connect with their audiences in a genuine and impactful way. This rural content IP transcends traditional advertising; it’s about creating a show for Asian Paints from the ground up while simultaneously transforming community spaces in rural India. We are honoured to be part of this journey, contributing to meaningful progress, and fostering authentic connections.”
This 3-part series not only celebrates NeoBharat latex paint’s superior quality but also reinforces the impact of colour in transforming spaces, lives, and communities. As it unfolds, ‘Pragati Ke Rang’ aims to inspire rural audiences and paint a brighter future for all.
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.
