Asian Paints × Zomato: Rang Hi Asli Pata Hai

Asian Paints and Zomato Celebrate India’s Colourful Addresses with “Rang Hi Asli Pata Hai”

Asian Paints and Zomato have joined hands to celebrate India’s unique way of finding homes through colours with their new campaign “Rang Hi Asli Pata Hai.” In a country where directions are often given as “the blue house near the temple” or “the yellow bungalow at the corner,” the campaign highlights how colours are more than just aesthetics — they are identities, landmarks, and navigation tools.

The collaboration brings together two household names with a shared purpose: helping people find home. Asian Paints reinforces its Colour Warranty promise, ensuring that shades chosen for homes endure over time and become part of their identity. Zomato integrates this cultural insight into its delivery experience, making directions more intuitive and relatable. For 15 days, nearly four million Zomato orders carried colour identifiers, turning this everyday observation into a real consumer journey.

Speaking about the campaign, Amit Syngle, MD & CEO of Asian Paints, said, “Every home has a story, and very often that story begins with its colour. ‘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.”

Singh Sawhney, Marketing Head at Zomato, added, “Being part of everyday life means showing up for moments of joy and indulgence, as much as routines and responsibilities. That made this a natural fit with Asian Paints, a brand deeply woven into Indian homes. The insight behind this film and the partnership felt instantly familiar.”

Mitesh Kothari, Co-founder and CCO of White Rivers Media, the creative agency behind the campaign, remarked, “No paint swatches, no delivery promises, no category conventions. Instead, we anchored a storytelling approach reminiscent of a simple observation from everyday Indian life, one that both brands could authentically own and audiences could instantly recognise.”

The campaign stands out for its cultural resonance, brand synergy, and consumer engagement. By turning colours into India’s “Ghar Pehchaan System” (GPS), Asian Paints and Zomato have created a narrative that is relatable, emotionally rich, and practically relevant. It is a perfect example of how brands can collaborate to transform everyday insights into powerful stories that connect with millions.

With “Rang Hi Asli Pata Hai”, Asian Paints and Zomato have created a campaign that is deeply rooted in Indian culture, emotionally resonant, and practically relevant. It’s a perfect example of how brands can collaborate to turn everyday insights into powerful narratives that connect with millions.