Asian Paints launched a poignant new campaign titled ‘Deewar Ke Kalakaar’ to celebrate World Art Day. The initiative pays tribute to the skilled painters and contractors who turn blank walls into reflections of personal stories, emotions, and aspirations.
With this new campaign, Asian Paints reimagines the role of painters, not merely as workers but as artists whose talent shapes the soul of a home. The campaign, conceptualized by Ogilvy India, comprises a moving trilogy of films that spotlight the hands behind the hues, honouring the unsung heroes of the painting world.
‘World Art Day’, celebrated globally, recognizes the cultural importance of artists in all forms. Through ‘Deewar Ke Kalakaar’, Asian Paints broadens the definition of art by elevating the everyday work of painters into a form of creative expression.
Amit Syngle, MD and CEO of Asian Paints said, "At Asian Paints, we believe painters and contractors are the true flagbearers of our brand. For decades, we have been a part of Indian homes, witnessing the stories they hold, brought to life by skilled painters. Beyond crafting walls, they, along with us, create homes that radiate warmth and positivity, shaping spaces where homeowners feel a deep sense of pride and lasting memories unfold. With ‘Deewar Ke Kalakaar,’ we celebrate these unsung artists who help create the very essence of a home. We’re launching this campaign on World Art Day as a tribute to their artistry, their commitment, and the invaluable role they play in making Asian Paints a trusted name that belongs in every home."
The first of the three films gently reveals a powerful truth: while painters add beauty and character to spaces, their contributions often remain unnoticed. The following films delve deeper into their dedication, precision, and passion, capturing the intimate moments of transformation that unfold as they work. Visually striking and emotionally resonant, the campaign underlines how these artists are integral to making a house feel like home.
Ramanathan, Chief Client Officer, Ogilvy India, said, “Painters are the unsung artists who transform blank walls into vibrant expressions of life and emotion. With ‘Deewar Ke Kalakaar,’ we wanted to spotlight their skill, passion, and the artistry they bring to every home. This campaign is a tribute to their craftsmanship, shifting the perspective from painting as a profession to a form of art that deserves recognition. Through these films, we aim to celebrate their invaluable contribution and reinforce Asian Paints’ commitment to those who bring colour and life to our spaces."
