National, September 01, 2025: Every home has a story waiting to be told — and Asian Paints, the authority in setting décor trends, knows how to give it a voice. Asian Paints signals a bold evolution of the luxury brand Royale Glitz from high-end wall finishes to home décor inspiration. It is a move that celebrates best in class performance along with curated wall finishes, textured artistry, and statement wallpapers, offering limitless ways to style a space.
The journey comes alive in a new advertisement starring brand ambassador Deepika Padukone, making her much-anticipated return to the screen and bringing with her a blend of nostalgia and fresh energy that perfectly captures the brand’s aspirational spirit.
The campaign breaks away from conventional paint category conversations, which typically focus on shades and finishes. It positions Royale Glitz as more than just a luxury paint – it becomes the anchor of every design story, where walls are not the end but the beginning. By highlighting the interplay between colour, texture, and wallpaper, it shows how beautifully finished walls can inspire a complete re-imagination of space — one that is deeply personal, rooted in self-expression, memory, and lived stories.
At the heart of the ad film is actor Deepika Padukone, who brings her signature poise and understated presence to the story. As she interacts with the textures and tones of Royale Glitz, one sees walls come alive, not just as surfaces, but as mood boards of personal expression. She explores different Royale Glitz décor ideas for her walls, experimenting with colours and delicate textures, which in turn lead to a complete reimagining of her living spaces. The campaign illustrates how wall treatments can drive broader design decisions.
A central element in the film is the ‘Glitz Up Your Décor’ guidebook, which becomes a tactile moodboard of possibilities. Each room and each wall demonstrates how luxury wall design can shape the entire environment. It positions colour as an emotional and atmospheric element – “shades that speak in silence” and reflects Asian Paints’ authority on home décor. With QR codes for video demos and easy-to-use product SKUs, it bridges aesthetic inspiration with actionable choices, making premium design feel both aspirational and attainable.
Amit Syngle, MD & CEO, Asian Paints, said, “With Royale Glitz, we’re redefining what luxury means for Indian Homes. At Asian Paints, we’ve always believed in the power of self-expression that truly makes a home yours. It’s about creating emotionally charged spaces that reflect who you are. Bringing to our consumers a campaign for Royale Glitz which is celebration of how a single wall can bring alive the entire space, and how design begins with self-expression. it invites audiences to view their homes not as fixed structures, but as evolving reflections of who they are. We are also happy to continue our association with the global icon – Deepika, who embodies grace & luxury.”
With Royale Glitz offering a super smooth Crème Finish, Teflon™ Surface Protector and a curated palette designed in collaboration with creative visionaries, the brand offers not just beauty but impeccable performance too. Reinforcing Asian Paints’ decades of trust, Royale Glitz comes with an 8-year performance warranty, giving homeowners the confidence that their walls will stay as stunning for years to come. This marks a significant shift in how luxury paint is perceived, transforming it from a finishing touch to the design origin. Every wall becomes a canvas for emotion, and every room a reflection of the people who make it theirs.
Commenting on the campaign launch, Prasoon Joshi, CEO & CCO of McCann Worldgroup India, said, “With Royale Glitz, we set out to create not just an ad but an artistic journey — every frame as elegant and fluid as the product itself, with Deepika’s effortless grace turning communication into pure experience.”
With the expansion of Royale Glitz in colour, finishes, and décor, Asian Paints aims to add value to the customer’s décor journey from the very beginning, becoming a true partner in the creation of personal spaces – from imagination to realisation. This strategic pivot enables them to engage directly with consumers well before a contractor comes in.
By positioning Royale Glitz as more than a product—by framing it as a way to connect emotionally with one’s space—Asian Paints once again reinforces its leadership in both innovation and storytelling.
