Asian Paints: When reality exceeds imagination

The unthinkable becomes Asian Paints’ competitive edge in home transformation

14 Jul 2025

To commemorate World Interiors Day, Asian Paints has launched the ‘Socha Bhi Nahi Hoga’ (Beyond Your Imagination) campaign. At its core, the campaign celebrates creativity and possibilities, exploring the numerous ways to transform one’s home. The campaign, a four-part ad series, further expands our understanding of colour, decor and the very idea of home transformation.

Bringing joy to people’s lives is the ethos that Asian Paints follows and this campaign embodies this spirit of supporting homeowners at every step of the way, offering personalised solutions through the means of at-home consultations, online support or expert guidance in stores.

FROM VISION TO REALITY

The ad series revolves around a young couple exploring the best ways to renovate their home. In the first film, the wife is playfully interrupted by the husband as she envisions the perfect colour for the walls. The husband assures the wife and reveals the perfect shade recommended to them by the Colour with Asian Paint app. A homeowner can visualise walls in real time, thanks to this tool.

The second film tackles the couple’s dilemma as they try to figure out what colour palette suits their home. Asian Paints then provides them with a resolution as they introduce their WhatsApp chatbot and in-store expert, who guides them to a choice that is both unique to them and suits their space.

THE POWER OF PERSONALISED DESIGN

Taking homeowners with an eye for global style and influences, the third film sees the wife alluding to her husband about ‘bringing Italy home’. The initially confused husband is relieved at the sight of the Asian Paints’ in-store expert presenting them with their Royale Play catalogue. Now that’s amore.

The four-part ad series concludes with the wife’s dreams of bringing Sabyasachi into their home, not just their wardrobe. Her husband’s jaws hit the floor when the Asian Paint expert presents the exquisite ‘Sabyasachi for Nilaya’ collection. The husband voices “Sabya?” in utter shock to which the expert replies “Sachi”, closing the scene with a witty wordplay.

HOMES THAT SPEAK YOUR LANGUAGE

Carrying the spirit of World Interiors Day, the Socha Bhi Nahi Hoga campaign places Asian Paint as a trusted partner for homeowners, offering expert advice and further allowing them to savour the process of painting their homes.

Affirming this sentiment, MD & CEO of Asian Paints, Amit Syngle says, “This campaign is about inspiring people to see their homes as a canvas for self-expression — where colour, texture and design come together in ways they may have never considered. True to our philosophy, Har Ghar Kuch Kehta Hai, we believe in helping people create homes that genuinely reflect their identity and tell a story that’s unique to them.”

Explore more wall finishes by Asian Paints here