Asian Paints Expands Regional Marketing Push as Ad Spend Crosses ₹1,270 Crore

Asian Paints is focusing on brand building, innovation and regional market execution as it aims to accelerate growth in FY26, said Managing Director and CEO Amit Syngle.

Syngle laid out its growth strategy in its latest annual report and it is a multi-pronged one, focusing on brand equity enhancement, product innovation, service scaling, expansion of B2B opportunities and increasing the company’s presence in industrial coatings.

According to reports, the strategy revolves around a renewed emphasis on brand building. Asian Paints continued to build on its long running ‘Har Ghar Kuch Kehta Hai’ platform, establishing itself as more than just a paint manufacturer and reinforcing its association with the emotions, aspirations and memories associated with Indian homes.

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Marketing Momentum:

The company grew its footprint across entertainment, sports and music platforms to fuel deeper consumer engagement and cultural relevance. This includes a 25-year association with Kaun Banega Crorepati, as the Official Colour Partner of the Indian cricket team, regional editions of Bigg Boss, and collaborations with Spotify I-POP.

“These efforts helped deepen consumer engagement with the brand while reinforcing aspiration, preference and relevance across markets,” Syngle said in the report.

Asian Paints increased its ad and sales promotion spend by 11.3% YoY to ₹1,272.86 crore in FY26, indicating its increased focus on marketing. The company also increased its professional network, working with over 5,440 architects and interior designers and more than 137,000 business creators throughout the year.

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The company’s growth strategy continues to be based on regionalisation. Asian Paints scaled up the programme to additional markets and rolled out geo-specific campaigns with the regional packaging initiative that it had initiated a year ago.

Among them was the ‘Garv Se Haryana’ campaign for Apex Dust Proof which used local cultural insights to make the campaign more relevant for consumers. The company also continued to build customer engagement with QR-enabled augmented reality experiences on regional packaging, which allowed consumers to connect with the stories behind the designs.

Chairman R. Seshasayee said the company continued to invest aggressively in brand equity and product innovation despite a challenging operating environment.

“We continued to aggressively reinforce our brand equity and disruptive innovation. By introducing a wave of novel product propositions and intensifying our marketing efforts, we ensured that Asian Paints remains the first choice for the evolving Indian consumer,” he said.