Asian Paints, Zomato Partner for ‘Rang Hi Asli Pata Hai’ Campaign
Asian Paints has partnered with Zomato for its 'Rang Hi Asli Pata Hai' campaign, celebrating house colours as India's original navigation system through a unique delivery integration.
SociapaHQ
Asian Paints has launched its latest campaign, ‘Rang Hi Asli Pata Hai’, that celebrates the role colours have long played in helping Indians identify homes and neighbourhoods, while unveiling a partnership with Zomato that brings the insight into everyday deliveries.
The campaign, based on the brand’s Colour Warranty proposition, demonstrates how colours often become a home’s identity, acting as familiar landmarks that help people find their way around cities and towns long before digital maps and GPS were commonplace.
This cultural insight is then leveraged by Asian Paints to position colours as India’s original “Ghar Pehchaan System (GPS),” which is based on the fact that generations of Indians have used colour coding of houses to give directions and find homes.
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Colour Navigation:
The company has also collaborated with Zomato to include colour identifiers in the food delivery platform, taking the idea beyond advertising. The feature will be available for 15 days across almost four million orders across the country, showing how colours continue to help delivery partners and customers identify homes more intuitively.
The campaign film follows a Zomato delivery partner navigating a neighbourhood through colour-based directions rather than house numbers or street names. Through everyday interactions, the film showcases how colours remain deeply embedded in the way Indians describe locations and remember places.
Commenting on the campaign, Amit Syngle, Managing Director and Chief Executive Officer, Asian Paints, said, "Every home has a story, and very often that story begins with its colour. Across India, colours have quietly become a way for people to identify places, share directions and create lasting memories."
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"With every second home in India celebrating Asian Paints' Colour Warranty, we've witnessed colours become lasting identifiers of homes and neighbourhoods across the country. 'Rang Hi Asli Pata Hai' celebrates this uniquely Indian way of navigating through colour, and our collaboration with Zomato brings that everyday insight to life in a way that feels familiar, intuitive and deeply rooted in how India finds its way home," he added.
