Asian Paints, India’s leading paint and decor company, has announced the signing of the Indian cricketer, Virat Kohli, as the brand ambassador for its upcoming new product, Neo Bharat Latex Paint.
Asian Paints will redefine the paint category with Neo Bharat Latex Paint, strengthening its influence in this dynamic business and further democratising it. Neo Bharat Latex Paint is innovative with proprietary polymer technology that delivers a superior finish, greater coverage, and improved washability. These ‘colours of progress’, as the tagline for Neo Bharat reads, are a tribute to the millions of Indians seeking a better life, and Asian Paints hopes to accompany them on their path.
According to the firm, Virat is the ideal representation of Asian Paints’ leadership, dedication to quality, and performance. He also perfectly captures the essence of the brand ethos, reflected in the revolutionary Neo Bharat Latex Paint.
Amit Syngle, MD & CEO, Asian Paints Ltd., said, “Our upcoming launch, Neo Bharat Latex Paint, marks one of Asian Paints’ biggest moments in history, and having Virat Kohli as the face of this disruptive brand adds to our excitement. Kohli is credited today to transform the game and the Indian team in a way that many have not. His popularity cuts across regions, his persona exudes the confidence of the new India. Kohli’s influence and resonance with the masses perfectly align with this revolutionary product. Neo Bharat is set to not only redefine the paint category but also fuel the industry’s growth in India. We welcome Virat Kohli to the Asian Paints family and look forward to this journey together.”
On his association with Asian Paints, Virat Kohli, said, “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 the launch of Asian Paints Neo Bharat Latex Paint, propelling Asian Paints to being a strong part of a new and progressive India.”
Asian Paints will release additional information regarding Neo Bharat Latex Paint shortly, along with a campaign featuring the brand ambassador. The upcoming weeks will see the launching of the campaign, which promises to be the biggest to date throughout all platforms.