One of India’s prominent paint and decor brands, Asian Paints, has onboarded cricketing icon- Virat Kohli as the brand ambassador for its upcoming new range launch- Neo Bharat Latex Paint.
With the launch of the new range which is ‘revolutionary’ in every way since it comes equipped with ‘special polymer technology’ that provides ‘superior finish, higher coverage, and better washability’, Asian Paints aims to revolutionize the paint category by expanding its footprint in the dynamic industry that it is in and democratize it further.
Because Virat Kohli embodies the values and spirit of the brand reflecting Asian Paints’ leadership and commitment to excellence and performance, he is the ‘perfect face’ for both Asian Paints and the innovative Neo Bharat Latex Paint, the brand mentioned in a press release.
While the paint major has not revealed much about its new range, it did mention that Neo Bharat Latex Paint’s tagline is “Colours of progress” as it is an ode to the millions of Indians who are in pursuit of a better life.
That being said, Asian Paints will soon unveil further details about Neo Bharat Latex Paint and launch a ‘massive’ campaign, which is promised to be the ‘biggest’ yet, featuring its brand ambassador across all mediums in the next few weeks.
Expressing his enthusiasm for the forthcoming launch and its brand ambassador appointment, Amit Syngle, MD & CEO, Asian Paints, 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.”
Commenting on his association with Asian Paints, Kohli, stated, “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”.
