Asian Paints has announced the onboarding of cricketer Virat Kohli as the brand ambassador for their upcoming new launch - Neo Bharat Latex Paint.

These “colours of progress”, as is the tag line for Neo Bharat, are an ode to the millions of Indians who are in pursuit of a better life, and Asian Paints aims to partner with them in their journey, the company said.

“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,” stated a press release.

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. 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.”

Commenting on his association with Asian Paints, Virat Kohli stated, “I am truly excited and ecstatic to be associated with a brand known for its leadership, innovation and strong values. 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 soon unveil further details about Neo Bharat Latex Paint and launch a campaign for the brand with its brand ambassador. The campaign is set to go live across all mediums in the next few weeks, promising to be the biggest yet.