Asian Paints is taking a bold leap with Royale Glitz, repositioning it from a luxury paint finish to a full décor experience. With Deepika Padukone returning as brand ambassador, the campaign reframes walls as expressive canvases rather than just backdrops.
In conversation with IMPACT, Amit Syngle, MD & CEO, Asian Paints, explains how Royale Glitz now serves as the inspiration point for entire décor stories. The campaign is rooted in the belief that every home has a story to tell, and walls through textures, finishes, and wallpapers can reflect that personality. Deepika, with her association of global luxury and timeless elegance, embodies the brand’s aspiration while adding freshness and nostalgia to the new TVC.
The ad introduces the Glitz Décor Book, enabling consumers to visualise how Royale Glitz finishes can fuel broader décor choices. Designer collaborations, like the one with Sabyasachi, reinforce the brand’s aspirational appeal while democratising luxury, allowing consumers to proudly claim “a Sabyasachi wall” even if they can’t own couture.
On growth, Syngle highlights that this pivot is expected to drive not only Royale Glitz’s revenue but also energise the entire Royale portfolio by expanding into wallpapers and textures. He also underscores Asian Paints’ competitive edge: an emotional connect with consumers, legacy trust, and relentless innovation. From graphene-infused finishes and Aeroclean paints to super-luxury Nilaya Arc, Asian Paints continues to set benchmarks.
By moving beyond finishes into décor, Asian Paints is rewriting the luxury paint narrative anchored in emotion, innovation, and a touch of celebrity sparkle.
Watch the full interaction below:
