Asian Paints has historically collaborated with high-profile celebrities, sports icons, and cultural figures to champion its diverse portfolio of decorative coatings, premium finishes, and lifestyle products. One of the most prominent and high-impact partnerships established by the company is with legendary Indian cricketer and former national team captain Virat Kohli. He serves as the official face for major strategic product launches, including disruptive innovations like Neo Bharat Latex Paint and the premium Apcolite All Protek interior paint range featuring advanced lotus-effect stain repellency. Through extensive multimedia advertising campaigns, television commercials, and grassroots youth initiatives, Kohli embodies the brand's values of performance, excellence, and progress, connecting powerfully with modern Indian households and progressive homeowners.