McCann Worldgroup India has unveiled its latest creative collaboration with Asian Paints through the visually striking “Royale Glitz” campaign. The film, starring global icon Deepika Padukone, positions walls not as static backdrops but as expressive canvases where colour, texture, and mood bring character and emotion to a home.
The campaign emphasizes a shift in perspective, moving paint from a finishing layer to the foundation of design. By making walls the emotional and aesthetic anchor of a space, the campaign invites viewers to see their homes as reflections of self-expression and personal stories
With cinematic precision, each frame of the film embodies the sophistication of Royale Glitz, elevated by Deepika’s graceful presence. The campaign also introduces the ‘Glitz Up Your Décor’ guidebook, offering mood boards and easy-to-use SKUs to bring inspiration closer to action.
At its core, McCann’s approach gives walls a voice, positioning them as storytellers of memory, aspiration, and identity. The campaign balances artistry and product performance, showcasing Royale Glitz’s super-smooth Crème Finish, Teflon Surface Protector, and 8-year warranty. Every wall is presented as a canvas for emotion, every room a reflection of its inhabitants.
Prasoon Joshi, CEO & CCO, McCann Worldgroup India, said, “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.”
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 is a celebration of how a single wall can bring alive the entire space, and how design begins with self-expression. Every wall becomes a canvas for emotion, and every room a reflection of the people who make it theirs.”
