Asian Paints has onboarded cricketer Virat Kohli as the brand ambassador for their upcoming new launch – Neo Bharat Latex Paint, according to an official release.  Neo Bharat Latex Paint is equipped with special polymer technology that provides superior finish, higher coverage and better washability. Asian Paints has consistently introduced innovative products that redefine standards, and Neo Bharat Latex Paint is set to galvanise the category yet again, the release said.

Amit Syngle, MD & CEO, Asian Paints, 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. Kohli is credited today to transform the game and the Indian team in a way that many have not. His popularity cuts across regions; his persona exudes the confidence of the new India. Kohli’s influence and resonance with the masses perfectly align with this revolutionary product. Neo Bharat is set to not only redefine the paint category but also fuel the industry’s growth in India. We welcome Virat Kohli to the Asian Paints family and look forward to this journey together.”

Virat Kohli said, “Asian Paints for me represents more than a brand and is like cricket; being a part of almost every Indian home bringing joy and exhilaration to our lives. Aligning with this transformational journey, I am truly honoured to be partnering the launch of Asian Paints Neo Bharat Latex Paint, propelling Asian Paints to being a strong part of a new and progressive India”.

Asian Paints will unveil further details about Neo Bharat Latex Paint and launch a campaign for the brand with its brand ambassador.