Mumbai, 10th September 2025: McCann Worldgroup India is proud to unveil its latest creative collaboration with Asian Paints through the visually striking “Royale Glitz” campaign. Starring global icon Deepika Padukone, the film brings to life the idea of walls as more than static backdrops, turning them into expressive canvases where colour, texture, and mood add character and emotion to a home.
The campaign’s creative strategy was built on a simple yet powerful shift, to move paint away from being just the finishing layer and establish it as the very foundation of design. By making walls the emotional and aesthetic anchor of a space, the film invites viewers to see their homes as reflections of self-expression and personal stories.
Link to the ad: Glitz up your décor with Asian Paints Royale Glitz featuring Deepika Padukone
Prasoon Joshi, CEO & CCO, McCann Worldgroup India, encapsulates this vision, saying: “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.”
Mr. 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, it offers not just beauty but impeccable performance too. 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.”
Crafted with cinematic precision, the film plays out like a visual symphony. Each frame embodies the sophistication of Royale Glitz, elevated by Deepika’s graceful presence—not just as a celebrity face but as a muse who bridges heritage with modernity. Extending this experience, the ‘Glitz Up Your Décor’ guidebook serves as a creative toolkit, offering mood boards, and easy-to-use SKUs that bring inspiration closer to action.
At its heart, McCann’s approach was about giving walls a voice—positioning them as storytellers of memory, aspiration, and identity. The campaign strikes a fine balance between artistry and performance, showcasing Royale Glitz’s super-smooth crème finish, Teflon™ Surface Protector, and 8-year warranty. Subtle yet striking, the film celebrates the beauty of design, placing creativity at the centre of the story.