Asian Paints' "Don't Just Paint, Design" Campaign Features Manish Malhotra

Asian Paints has unveiled its latest campaign for its Exterior Textures range, with iconic fashion designer Manish Malhotra lending his creative expertise to the initiative. The campaign, conceptualised by Ogilvy India, promotes the brand's message, "Don’t Just Paint, Design," urging homeowners to elevate the aesthetics and functionality of their home exteriors.

The campaign film opens with Malhotra, known for his exceptional design sensibility, being intrigued by the stunning, fluid textures created by Asian Paints without his involvement. Even the renowned designer, accustomed to curating beauty, is unable to resist admiring the intricate patterns. This moment of admiration culminates in Malhotra endorsing the brand's new message, inspiring viewers to rethink exterior design by incorporating artistic and durable textures into their homes.

According to Amit Syngle, MD and CEO of Asian Paints, the brand’s new Exterior Textures range blends creativity with practicality, offering homeowners both superior wall protection and beautiful exterior designs. He remarked, “With Exterior Textures by Asian Paints, we are offering game-changing solutions for stunning exterior aesthetics. The collaboration with Manish Malhotra truly embodies our commitment to delivering premium design solutions, encouraging consumers to embrace their exteriors and create lasting impressions.”

The campaign underscores the importance of exterior design, which serves as the first impression of any home. Asian Paints aims to show that exterior textures can elevate a property’s look while providing lasting protection. The ad highlights how a well-designed exterior can be just as integral to a home’s appeal as its interior.

Sukesh Nayak, Chief Creative Officer of Ogilvy India, praised the collaboration, saying, “Manish Malhotra’s name is synonymous with creativity and style, making him the perfect fit for this campaign. Asian Paints’ Exterior Textures are a natural extension of his design philosophy, and together, we’ve created a campaign that showcases the artistry and durability of the product.”

The campaign is live across TV, digital platforms, and social media.