Asian Paints has redefined creativity yet again with the launch of its sonic identity, brought to life through an electrifying collaboration with the globally renowned dance troupe, The Quick Style. Known for their viral dance routines that blend sharp moves with universal appeal, The Quick Style has captivated audiences worldwide and enjoys immense popularity among India’s youth, thanks to their signature choreography and unforgettable performances.
The video, shot at the vibrant Lodhi Colony—an area transformed into a stunning art district by Asian Paints in collaboration with St+art India Foundation—captures the perfect synergy between the brand’s visual and auditory identities. Against a captivating backdrop of colourful murals, The Quick Style brought the sonic identity to life with dynamic dance moves, incorporating Asian Paints’ paint cans and brushes as part of their choreography. Every step and every beat synced harmoniously with the melodious notes of the brand’s new sonic identity, creating an immersive and visually arresting experience.
This collaboration is as disruptive as it is unique—no brand has ever launched its sonic identity with such a bold, youth-driven and art-centric approach. By blending music, movement, and colour, Asian Paints not only celebrates its legacy of transformation but also connects with a new generation. With The Quick Style’s mass appeal and ability to spark conversations, this innovative partnership ensures the sonic identity resonates far and wide, making it an unforgettable moment in the brand’s journey.
The sonic identity reflects Asian Paints’ tradition of embracing change while honoring its roots. From the beloved mascot Gattu, designed by renowned cartoonist R.K. Laxman to the introduction of the Asian Paints Colour Drip and the timeless Asian Paints Infinity logo, the brand has consistently evolved to remain relevant and inspiring. The sonic identity continues this evolution, bridging the past and future with a melody that resonates across generations.
The melody encapsulates the essence of Asian Paints, evoking emotions of beauty, innovation, and transformation. It reflects the brand’s ability to enhance homes and lives, creating a soundtrack that resonates beyond visual elements to forge an emotional connection with audiences.
