Asian Paints Reinvents Decor Through TV Storytelling
Indian decorative coatings leader Asian Paints is reimagining its role in the home design ecosystem by transforming its long-running TV property Where The Heart Is into a broader national decor engagement platform, signalling a shift in how built-environment brands influence lifestyle choices and urban living spaces. What began as a series of televised home tours has increasingly become a structured pathway for millions of consumers to explore colour, texture, materials and interior design — blending emotional resonance with practical design inspiration at a time when housing markets face quality and affordability pressures.
Now in its ninth season, Where The Heart Is goes beyond showcasing interiors to decode design choices at scale, using narrative storytelling to demystify décor for diverse homeowner segments. Strategic intent appears focused on deepening emotional and cultural connections with audiences while expanding Asian Paints’ influence from a product-centric brand to a decor authority capable of shaping long-term consumer behaviour.Senior marketing analysts note that in a fragmented media and consumption environment, legacy linear advertising alone struggles to sustain brand salience. By anchoring content in personal spaces and life stories, Asian Paints is creating an intellectual property that resonates across regional, generational and socio-economic divides, effectively acting as a national design playbook for middle-class and premium urban households.
Under the leadership of its managing director and chief executive officer, the company has woven together emotional storytelling with strategic expansion into adjacent segments such as home furnishing, finishes, and digital design tools. The addition of a “Lookbook” this season — a curated guide translating what viewers see on screen into actionable colour palettes and material applications — reflects a concerted effort to bridge inspiration and execution for consumers navigating real-world design decisions.For developers and urban planners, this evolution matters because it reflects how consumer expectations around housing quality are shifting. People increasingly view their dwellings not just as assets, but as expressive spaces that reflect identity, comfort and sustainability. In turn, brands that succeed in shaping these narratives can influence demand dynamics for a wide range of building materials and services, from paints and coatings to integrated décor and renovation solutions.
Importantly, this strategy aligns with broader trends in urbanisation: as homeownership aspirations intensify in tier-I and tier-II cities, demand for design guidance that emphasises personalisation and longevity grows. Developers and design professionals are also recognising the value of culturally contextualised décor insights to meet diverse needs of urban residents.Yet this repositioning — from transactional product sales to lifestyle influence — raises questions about sustainability and accessibility. While curated design journeys resonate with aspirational buyers, equitable access to high-quality living environments requires integrating affordability with inclusive design tools and services.
Looking ahead, the industry will watch how Asian Paints leverages its content platforms to balance brand growth with measurable impact on home building practices, especially as cities pursue resilient and people-centred development pathways.
