Asian Paints, a leading paint and decor company, has announced the onboarding of cricketing icon Virat Kohli as the brand ambassador for a new launch— Neo Bharat Latex Paint.

With Neo Bharat Latex Paint, Asian Paints will revolutionize the paint category by expanding its footprint in this dynamic industry and democratize it further, the paints company said in a press release.

Neo Bharat Latex Paint comes equipped with special polymer technology that provides superior finish, higher coverage, and better washability, the media statement claimed.

Who better than Virat Kohli would do justice to a launch of this magnitude. Virat embodies the values and spirit of the brand reflecting Asian Paints’ leadership and commitment to excellence and performance, making him the perfect face for both Asian Paints and the innovative Neo Bharat Latex Paint, the paints company further added.

Expressing his enthusiasm for the forthcoming launch and its brand ambassador, Amit Syngle, MD & CEO, Asian Paints Ltd., said, “Our upcoming launch, Neo Bharat Latex Paint, marks one of Asian Paints’ biggest moments in history, and having Virat Kohli as the face of this disruptive brand adds to our excitement.”

Commenting on his association with Asian Paints,  Kohli stated, “I am truly excited and ecstatic to be associated with a brand known for its leadership, innovation and strong values.”

The campaign is set to go live across all mediums in the next few weeks.