Asian Paints brings the spirit of Independence alive in every colour with ‘The Colours of India' campaign

Time of India

a day ago

Every Independence Day stirs a familiar yet powerful emotion– a swell of pride, a rush of nostalgia, and a celebration of what makes our country truly unique. But this year, that feeling took on a vivid and tangible form for many. In a special collaboration, Asian Paints joined hands with The Times of India to transform the very front page of one of the nation's most iconic newspapers, changing its legendary masthead from
THE TIMES OF INDIA
to
THE COLOURS OF INDIA.
The creativity didn't stop there. As readers saw the front page, they were greeted by a curated palette of authentic saffron, white and green – the Tricolour, which was not just symbolic, but actually came from Asian Paints' extensive colour library, each with its own shade code. This thoughtful design transformed the simple act of flipping a page into a moment of patriotism, while also showcasing the vastness of Asian Paints' offerings of over 5,000 unique shades.
Titled
The Colours of India
, the campaign can be called a masterclass in print innovation with its striking and disruptive approach that wove national pride directly into the newspaper's identity. The masthead change integrated the celebration of Independence Day into the publication's core. The act of turning the page became an immersive experience into Asian Paints offerings while also being a heartfelt tribute to the Tricolour and a reminder that patriotism can be 'seen, touched, and cherished every day' in our own homes.
Each shade in The Colours of India comes directly from Asian Paints' extensive colour library and is backed by the Asian Paints' legacy of protecting homes and memories. For over 80 years, Asian Paints has been India's leading name in paint and décor, synonymous with quality, innovation, and trust. Found in one out of every two Indian homes, the brand has been a part of life stories across generations, witnessing milestones, celebrations, and everyday moments. From bold statement hues to subtle timeless tones, Asian Paints' portfolio gives every Indian the freedom to bring their personal vision to life without compromise.
Commenting on the campaign, Amit Syngle, Managing Director & CEO, Asian Paints said,
'Marking India's 79th year of Independence, Asian Paints celebrates the spirit of the nation with a campaign that goes beyond walls. At Asian Paints, colours are more than aesthetic choices — they are expressions of one's shared spirit and individuality. For over eight decades, we've been custodians of this vibrant canvas, enabling every Indian to make their spaces a true reflection of themselves. This campaign is a reminder that love for our country and personal expression aren't limited to one day — they can be lived and cherished every day in the spaces we call our own."
The Colours of India
reached millions nationwide, turning a daily ritual into a striking expression of unity, identity, and design.