Asian Paints has expanded its luxury Royale Glitz range from wall finishes to include textures and wallpapers. The range includes curated finishes and designs intended to allow different ways to style a space.
The expansion is highlighted in a new advertisement featuring brand ambassador Deepika Padukone, marking her return to the screen. The film shows how wall finishes, textures, and wallpapers can influence the design of a room.
The campaign positions Royale Glitz as more than a paint product. It demonstrates how walls can inspire broader design choices in a home, emphasizing the connection between colour, texture, and the overall environment.
In the advertisement, Deepika Padukone interacts with the Royale Glitz products, experimenting with colours and textures, which shows how walls can influence the reimagining of living spaces.
The campaign includes a ‘Glitz Up Your Décor’ guidebook, presenting different décor possibilities. Rooms and walls are shown with various designs, and QR codes link to product demos and specifications, helping consumers understand and use the products.
Royale Glitz offers a Crème Finish, Teflon Surface Protector, and a curated colour palette. The range includes an 8-year performance warranty for the finishes.
The campaign was produced by McCann Worldgroup India, and Deepika Padukone appears in the films as the face of the brand.
Asian Paints aims to make Royale Glitz a starting point for home décor decisions, helping consumers plan their spaces from imagination to execution. The brand positions the product as a tool for personal expression in home design.
Amit Syngle, MD & 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. Bringing to our consumers a campaign for Royale Glitz which is a 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 & luxury.”
Prasoon Joshi, CEO & CCO of McCann Worldgroup India, added, “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.”
