Brand Ambassador of Asian Paints

Asian Paints — India’s largest paint company and one of the most significant consumer brands in the country, with a presence in over 60 countries and a product portfolio spanning decorative paints, industrial coatings, waterproofing solutions, bath fittings, and interior design services — occupies a category that most Indians interact with at some of the most emotionally significant moments of their lives. Painting a home for the first time, refreshing a family home before a wedding, or choosing the colour of a child’s room are not purely commercial transactions — they are expressions of identity, aspiration, and belonging. The brand ambassadors Asian Paints chooses reflect this emotional depth — selecting faces who carry the aspirational energy of new India while remaining genuinely connected to the everyday experience of ordinary Indian families. In 2026, Asian Paints’s brand ambassador is Virat Kohli, appointed in April 2024 as the face of the brand’s landmark Neo Bharat Latex Paint launch.

Asian Paints Brand Ambassador — Key Facts

Virat Kohli — The Face of Colours of Progress

Asian Paints announced Virat Kohli as the brand ambassador for its Neo Bharat Latex Paint on April 4, 2024 — describing it as one of Asian Paints’s biggest moments in history and positioning the appointment as a natural alignment between two brands that have become part of almost every Indian home. Amit Syngle, MD and CEO of Asian Paints, articulated the strategic rationale precisely — noting that Kohli is credited with transforming Indian cricket in ways that few others have, that his popularity cuts across every region of the country, and that his persona embodies the confidence of new India in exactly the way that Neo Bharat Latex Paint’s Colours of Progress tagline was designed to communicate.

Virat Kohli himself captured the emotional depth of the association in his announcement statement — drawing the parallel between Asian Paints and cricket as two things that are part of almost every Indian home, bringing joy and energy into people’s lives. This comparison is not merely marketing language — it reflects a genuine cultural truth about how deeply both entities are woven into India’s domestic and social fabric. Asian Paints has been in Indian homes for decades across every income bracket and geographic region, just as cricket has been part of India’s collective identity across generations.

Neo Bharat Latex Paint — the product at the centre of Kohli’s initial campaign — represents a significant product innovation for Asian Paints, developed with special polymer technology that provides superior finish, higher coverage, and better washability compared to standard latex alternatives. The Colours of Progress tagline positions the paint explicitly as a product for aspirational India — the millions of first-time homeowners, young families, and upwardly mobile consumers who are painting new homes and upgrading old ones as India’s urbanisation and middle-class expansion continues. This aspiration demographic is precisely the audience that Kohli speaks to most authentically — younger Indians across every state who see in him the embodiment of ambition, discipline, and the achievement of excellence through sustained effort.

Ranbir Kapoor — The Historical Ambassador

Before Kohli’s appointment, Asian Paints’s most prominent brand ambassador was Bollywood actor Ranbir Kapoor, who served as the face of Ultima Protek — the brand’s premium exterior paint range — in a campaign launched in January 2017. The Ultima Protek association positioned Ranbir’s high-performance acting persona as a mirror for the product’s premium durability credentials. Asian Paints’s statement at the time noted that Ranbir stands for high performance as an actor, which perfectly complements the Ultima Protek brand.

The transition from Ranbir Kapoor to Virat Kohli reflects Asian Paints’s evolving strategic understanding of who best represents their brand’s relationship with India in the mid-2020s. While Ranbir remains a premium Bollywood star with genuine appeal, Kohli’s cross-demographic reach, his identification with aspiration and progress, and his status as the most commercially valuable Indian sports personality made him the more resonant choice for a mass-market product innovation that Asian Paints positioned as potentially the category’s most significant launch in its history.

The Strategic Logic of Kohli for Asian Paints

Asian Paints’s choice of Virat Kohli reflects a brand that understands its own significance in India’s domestic life and seeks an ambassador whose significance in India’s cultural and aspirational life is equally profound — making the Colours of Progress partnership feel like a natural alignment of two India-defining institutions rather than a commercial transaction.