Leading paint and decor company Asian Paints has announced Virat Kohli as its latest brand ambassador for Neo Bharat Latex Paint. With this partnership, Asian Paints aims to revolutionize the paint category by expanding its footprint in this dynamic industry & democratize it further.

Neo Bharat Latex introduces groundbreaking polymer technology, offering superior finish, higher coverage, and better washability. With the tagline “colours of progress”, the paint embodies the aspirations of millions of Indians striving for a better life and Asian Paints committed to supporting them in their journey.

Known for its innovation, Asian Paints continues to redefine industry standards, and Neo Bharat Latex Paint promises to galvanize the market once again.

Expressing his excitement about the upcoming launch and Kohli’s endorsement, Amit Syngle, MD & CEO of Asian Paints Ltd, stated, “Our upcoming launch, Neo Bharat Latex Paint, marks one of Asian Paints’ biggest moments in history, and having Virat Kohli as the face of this disruptive brand adds to our excitement. Kohli is credited today to transform the game and the Indian team in a way that many have not. His popularity cuts across regions, and his persona exudes the confidence of the new India. Kohli’s influence and resonance with the masses perfectly align with this revolutionary product. Neo Bharat is set to not only redefine the paint category but also fuel the industry’s growth in India. We welcome Virat Kohli to the Asian Paints family and look forward to this journey together.”

Commenting on this collaboration Virat Kohli stated, “I am thrilled to partner with Asian Paints, a brand known for its leadership, innovation and strong values. Asian Paints hold a special place in Indian homes, much like cricket, bringing joy and vibrancy to our lives. I am honoured to be part of the launch of Asian Paints Neo Bharat Latex Paint, contributing to a new and progressive India.”

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Asian Paints will soon unveil further details about Neo Bharat Latex Paint and launch a massive campaign for the brand with its dynamic brand ambassador. The campaign is set to go live across all mediums in the next few weeks.