Asian Paints and Spotify have collaborated for the first time at Spotify’s I-POP property, an event celebrating India’s growing pop music movement. The invite-only showcase brought together real fans and Spotify Premium users, marking a convergence of colour and contemporary music culture.
Spotify’s I-POP platform focuses on the resurgence of Indian pop, driven by social-media-fuelled fandom and audiovisual storytelling. Through this association, Asian Paints added a visual layer to the experience, as informed by the brand, by introducing colour-led installations and interactive touchpoints.
At the event, Asian Paints unveiled a mural inspired by music and celebration. According to the brand, the artwork showcased Chromacosm — its architectural colour system featuring more than 5,300 shades. Attendees also interacted with a photo booth built using Asian Paints’ signature paint buckets, where instant photographs were given out in the shade “Love Song”, as stated by the brand.
Artists including Armaan Malik, Aditya Rikhari, Sanju Rathod, King, Jonita Gandhi, Hansika Pareek and Kushagra performed at the event. During the showcase, Malik visited the Asian Paints installation and was presented with a custom guitar featuring colours reflecting the mural design, as per the brand.
Asian Paints has been expanding its cultural collaborations across categories, previously engaging with sports, art, and topical cultural expressions. With this partnership, the brand extended its colour-first narrative into the music ecosystem, aligning with a younger audience segment engaging with India’s independent pop culture.
