Asian Paints Secures Star Cricketer’s Virat Kohli Endorsement

India’s leading paint and decor company Asian Paints has secured the endorsement of Indian star cricketer Virat Kohli for Neo Bharat Latex Paint, its latest product.?

According to the company, Kohli is emblematic of Asian Paints’ leadership, dedication to quality, and performance. He also personifies the essence of the brand ethos, reflected in the innovative Neo Bharat Latex Paint.

Expressing his gusto for the new line and brand ambassador, Amit Syngle, MD & CEO, Asian Paints Ltd.,?said,?“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, 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.”

On his association with Asian Paints,?Virat Kohli,added,“I am truly excited and ecstatic to be associated with a brand known for its leadership, innovation and strong values. Asian Paints for me represents more than a brand and is like cricket; being a part of almost every Indian Home bringing joy and exhilaration to our lives.”

“Aligning with this transformational journey, I am truly honoured to be partnering the launch of Asian Paints Neo Bharat Latex Paint, propelling Asian Paints to being a strong part of a new and progressive India.”

According to ASN data, Asian Paints (9.5%, ~US$3.8m) is the 2nd?largest spend for its category in the Asian sponsorship market since Q321, however, the brand’s spends are solely focused in India and its far behind Nippon Paint dominance (72%, ~US$28.6m). As for Q224, Asian Paints spending is forecasted to hit US$440k, about 1.3x of the average quarterly investment of slightly above US$329k. Some of the brands biggest deals are endorsements with Bollywood stars Deepika Padukone (US$500k) and Ranbir Kapoor (US$739k).

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This article was first published in ASN's April 2024 no. 2 newswire.