National, November 11, 2025: Wood has a way of breathing life into a home. Bringing warmth, texture and a character that is uniquely personal. When paired with the sophistication of an Italian finish, every piece of furniture transforms into a statement of timeless style. Asian Paints WoodTech Emporio captures this essence in its new campaign, “Truly Italian,” starring Dino Morea, whose half-Italian roots and effortless charisma make him the perfect face to represent authentic Italian wood coatings. With Dino Morea being half Italian and Asian Paints Emporio embodying a fully Italian spirit, the campaign found the perfect premise for a witty, tongue-in-cheek exploration of what it truly means to be authentically Italian.
Homeowners today seek furniture that goes beyond function. They want it to make a statement and reflect their individuality. Italian wood finishes have long been admired for their timeless elegance and ability to enhance the natural beauty of wood. Asian Paints Emporio answers this need with its premium range, blending refined Italian craftsmanship with lasting beauty and durability.
Conceptualized by Ogilvy India, the campaign unfolds through three light-hearted films. Each film playfully highlights Emporio’s “Truly Italian” essence, positioning it as the ultimate choice for those who value both aesthetics and authenticity in a finish. In a world where imitation often passes for authenticity, Asian Paints Emporio PU draws a clear line between what’s “Italian” and what’s Truly Italian. In the Mango Tiramisu film, it does it through a playful contrast between a Mango Tiramisu and Emporio’s rich wood finishes, highlighting the brand’s commitment to genuine craftsmanship and timeless elegance. The Pink Sauce Pasta film celebrates the beauty of true craftsmanship with a witty take on everyday “Italian” interpretations. The film contrasts a not-so-Italian pink sauce pasta with Emporio’s luxurious wood finishes, showcasing how the brand brings the spirit of Italy alive through refined design and authentic detail, making every surface Truly Italian. Lastly the Italian Suit film, embodies the charm and sophistication of Emporio PU through half Italian heritage, but full flair of Dino Morea. The film draws parallels between his effortless style and the brand’s artistry, highlighting how Emporio PU brings the essence of Italy home – a wood finish so rich, refined and elegant, it’s Truly Italian.
Emporio’s Italian Clear and Colour finishes are crafted to enhance the warmth and depth of a space while elevating the inherent beauty of wood. The Clear range accentuates the grain, texture and richness of wood while delivering superior performance suited to Indian conditions. The result is furniture that is as luxurious to look at as it is to live with, turning everyday pieces into memorable design statements. With this campaign, Asian Paints continues to celebrate craftsmanship and design, bringing global inspiration and innovation into Indian homes in a way that is both premium and relatable.
You can view the campaign films here:
CREDITS:
Client: Asian Paints
Agency: Ogilvy, Mumbai
Creative Team (Ogilvy): Sukesh Nayak, Vivek Verma, Srinjayi Sengupta, Apurva Hadap, Abhijit Mahida, Samima Patel
Account Management Team (Ogilvy): B Ramanathan, Dharal Goshalia, Vishwendra Singh Parmar, Shreyas Godse, Farhan Khan
Planning Team (Ogilvy): Prem Narayan, Kshitij Rajoria, Sanjay Pillai, Atharva Chandorkar.
Production House: Colonial Films
Director: Neal Massey
Producer: Rupesh (Pintu) Mishra
