Asian Paints’ latest Independence Day campaign – “Colours of India” – designed by Ogilvy India, has come under scrutiny for omitting blue, a key colour of the Indian flag. While the creative highlights saffron, white, and green shades from Asian Paints’ palette, the absence of blue has prompted questions about intent and compliance with the Indian Flag Code.
Communications consultant Karthik Srinivasan triggered the conversation on social media by posting an edited version of the campaign that included blue tones like Dal Lake Blue, Jodhpur Walls, Mughal Blue, and Kedarnath Skies – all existing shades from Asian Paints’ colour catalogue. “I wonder how and why Ogilvy missed such a basic detail in the Indian flag,” he wrote.
The post sparked a lively discussion. Many suggested the omission was likely a legal decision, referencing the Flag Code of India, which prohibits the national flag’s direct use in commercial advertising. One commenter noted, “They were smart enough to miss the blue. Clearly the flag code in play.”
Others saw it as a missed creative opportunity. “Small detail but still so relevant. Your updated version actually completes the picture,” wrote one user. Another added, “Hope more brands follow this and course correct before 15th planned prints.”
This isn’t the first time brands have leaned into the saffron-white-green colour scheme while avoiding the Ashoka Chakra. It’s a common workaround to evoke patriotism without violating legal restrictions – but as this debate shows, consumers are paying close attention.
