Prayag India, a manufacturer of sanitaryware and plumbing solutions, has re-appointed Bollywood star Ajay Devgn as its official brand ambassador.
As per the company, this renewed partnership brings together two icons, one from the world of cinema, the other from the world of innovation and craftsmanship, united by shared values of integrity, strength, and commitment. This collaboration marks a significant moment for the brand, further reinforcing its commitment to offering premium, innovative, and reliable solutions for modern Indian homes, as it launches its new pan-India campaign titled “Prayag Ghar Banaye Shaandar.”
Devgn embodies values that resonate deeply with Prayag- trust, performance, and authenticity. His association with the brand is not new; having previously represented Prayag, his return signals a reaffirmation of shared beliefs and a deep emotional connect with Indian consumers.
This renewed partnership also marks a continuation of a successful collaboration that began with Prayag’s previous campaign, “Prayag Quality Bemisal – Likh Ke Le Lo”, which left a lasting impression on audiences across the country. The tagline became a popular phrase among consumers, highlighting how deeply the brand’s quality promise resonated in everyday conversations and homes. Lauded for its simplicity and relatability, the campaign featured Devgn in his quintessential impactful style, turning the tagline into a widely quoted phrase in Indian households. It became more than just a marketing slogan- it evolved into a symbol of assurance and trust that consumers could personally connect with.
The new brand campaign, “Prayag Ghar Banaye Shaandar”, will mark the beginning of this reinvigorated partnership. It highlights Prayag’s ongoing mission to deliver not just premium sanitaryware and bath fittings, but to contribute meaningfully to the homes and lives of millions of Indians. The campaign aims to evoke a sense of pride, comfort, and trust- values that both Prayag India and Ajay Devgn uphold with consistency and conviction, as per the company.
Speaking on the renewed partnership, Nitin Aggarwal, CEO of Prayag India, shared, “Having Ajay Devgn back as the face of Prayag is a moment of great pride. We are delighted to welcome Ajay Devgn back into the Prayag family. His authenticity and enduring appeal across generations make him a natural fit for our brand. Our previous campaign together was not just commercially successful; it became culturally significant. With this new chapter, we are excited to deepen that bond with consumers. This partnership is not just about celebrity partnership; it’s about shared values and long-term connection.”
On his association with Prayag India, Ajay Devgn shared, “It’s always fulfilling to associate with a brand that stands for something real. I’m pleased to be joining hands once again with Prayag- a brand that has consistently delivered on its promise of quality and innovation. Over the years, Prayag has earned its place in countless Indian homes, not just because of its products, but because of the trust it has built with its customers. The ‘Likh Ke Le Lo’ campaign was something I truly believed in, and it was heartening to see how strongly it resonated with people. I’m glad to return and carry this story forward in a meaningful way, and I look forward to being part of this exciting new journey with ‘Prayag Ghar Banaye Shaandar’, a campaign that reflects the soul of Indian homes and the trust behind them.”
