National, 14th April, 2025: For generations, homes have been a reflection of dreams, emotions, and aspirations. And behind every beautifully painted wall stands an artist—one whose craft is seldom seen and celebrated. On the occasion of ‘World Art Day’, Asian Paints, a brand deeply woven into the fabric of Indian homes, is redefining this perspective with its latest campaign, Deewar Ke Kalakaar, which celebrates the talent for painters and contractors.
‘World Art Day’ honors artists from all walks of life and celebrates the vital role of artists in shaping culture and society. In this spirit, with a heartfelt trilogy of films, Deewar Ke Kalakaar seeks to redefine painting—not as just a job, but as an art form that transforms houses into homes.
Conceptualized by Ogilvy India, the campaign highlights the artistry and precision that painters bring to every home. The campaign’s films beautifully capture their journey, passion, and the deep connection they share with their work. By putting the spotlight on these unsung artists, Asian Paints not only strengthens its bond with the painting community but also celebrates the hands that make every home special.
The series begins with the first film revealing a simple truth: while painters create beauty around us, their names and contributions often fade into the background.
True to Asian Paints’ poetic storytelling, the subsequent films dive into the mastery and dedication of the painters. With beautiful visuals of their process, the films highlight the pride these artists take in their craft. Each detail reflects their skill and passion as they transform walls into works of art. The visual storytelling captures their tireless effort, emphasizing their deep connection to their work and commitment to creating spaces infused with meaning and emotions. These films celebrate the artistry and quiet pride of those who bring life to the walls that form the heart of beautiful homes.
Watch the heartfelt ‘Deewar Ke Kalakaar’ films on YouTube – Celebrating Deewaaron Ke Kalakaar | Asian Paints (Film 3)
Speaking about the new campaign, Amit Syngle, MD and CEO, Asian Paints, commented, “At Asian Paints, we believe painters and contractors are the trueflagbearers of our brand. For decades, we have been a part of Indian homes, witnessing the stories they hold, brought to life by the hands of 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.”
B. 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 just 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 color and life to our spaces.”
With the Deewar Ke Kalakaar, Asian Paints reaffirms its commitment of bringing joy to peoples’ lives. It champions the wellbeing of the frontline workforce with a simple yet insightful message, yet again.
