Campaign reimagines walls as expressive canvases, blending luxury, design, and self-expression
McCann Worldgroup India has teamed up with Asian Paints to unveil a striking new campaign for Royale Glitz, the brand’s ultra-luxury interior paint, fronted by global icon Deepika Padukone. The campaign transforms walls from mere surfaces into vibrant storytellers, inviting consumers to view their homes as evolving reflections of their personalities.
The creative concept positions paint not as a finishing layer but as the very foundation of interior design. Each wall becomes an emotional anchor, allowing colour, texture, and mood to set the tone of a space. The cinematic film elevates this idea, presenting a visual symphony where Deepika Padukone’s graceful presence turns every frame into an artful experience.
Prasoon Joshi, CEO & CCO, McCann Worldgroup India, said, “Our goal was to craft not just an ad but an artistic journey. Every frame flows with elegance, mirroring the product’s finesse and making the communication feel immersive and experiential.”
Amit Syngle, MD & CEO, Asian Paints, added, “Royale Glitz is our way of redefining luxury for Indian homes. We believe design begins with self-expression, and this campaign celebrates how a single wall can transform an entire space. Deepika continues to be the perfect face of this message – embodying grace, luxury, and aspiration.”
Royale Glitz offers a super-smooth crème finish, Teflon™ Surface Protector for lasting beauty, and a curated colour palette developed with design visionaries. Its 8-year warranty ensures performance matches aesthetics, turning every wall into a canvas for emotion and personality.
Complementing the film, Asian Paints has also introduced the ‘Glitz Up Your Décor’ guidebook, offering mood boards, design inspirations, and practical tips to help consumers bring the campaign’s vision to life in their own homes.
With its cinematic storytelling and premium positioning, the campaign sets a new benchmark for how luxury paint can shape the design narrative – making walls not just the backdrop, but the soul of a space.
