Asian Paints has rolled out a campaign featuring actor and brand ambassador Deepika Padukone for its luxury brand Royale Glitz. 

Conceptualised by McCann Worldgroup, the campaign positions walls as mood boards of personal expression, with an aim to showcase the evolution of the brand from high-end wall finishes to home décor inspiration that offers limitless ways to style a space. 

The film highlights how beautifully finished walls can inspire a complete re-imagination of one’s home and space with an interplay between colour, texture, and wallpaper. 

What we think about it: Padukone brings her signature understated presence to the campaign. However, the film lacks narrative depth to drive viewer engagement, settling for showcasing aesthetics anchored on the actor’s charm. The result is glossy and polished visually, but distant emotionally .

Amit Syngle, MD and CEO, Asian Paints, said, “With Royale Glitz, we’re redefining what luxury means for Indian Homes. At Asian Paints, we’ve always believed in the power of self-expression that truly makes a home yours. It’s about creating emotionally charged spaces that reflect who you are. Bringing to our consumers a campaign for Royale Glitz which is celebration of how a single wall can bring alive the entire space, and how design begins with self-expression. it invites audiences to view their homes not as fixed structures, but as evolving reflections of who they are. We are also happy to continue our association with the global icon – Deepika, who embodies grace and luxury.”

Prasoon Joshi, CEO and CCO, McCann Worldgroup India, said, “With Royale Glitz, we set out to create not just an ad but an artistic journey — every frame as elegant and fluid as the product itself, with Deepika’s effortless grace turning communication into pure experience.”

CREDITS

Agency: McCann Worldgroup
Chief Creative Officer: Prasoon Joshi
Credits: Pradyumna Chauhan, SwamiAnand Tirth, Vikram Dhembare, Meghna Das, 
Debajyoti Dutt, Snehsikt Anand, Rajesh Sharma, Jeet Kalra, Vrushali Samant

Production House: Ravi Udyawar Films
Director: Ravi Udyawar
Executive Producer: Kalpana Udyawar
Music Director: Sneha Khanwalkar