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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
