In a significant brand synergy, Asian Paints has announced a unique collaboration with Spotify for its music property, I-POP, a major initiative celebrating the rapid growth and creative dynamism of India’s contemporary pop music movement. This pioneering partnership aims to blend the worlds of music and color to deliver a visually and acoustically captivating experience.
The exclusive, invite-only event, designed for dedicated fans and Spotify Premium subscribers, served as a real-world extension of the digital pop phenomenon, building an immersive space where young enthusiasts could connect with their favorite artists live.
Asian Paints brought its signature artistic flair to the high-energy event, adding a vibrant and creative layer to the atmosphere. The brand’s presence centered around several key installations:
- Vibrant Mural: Asian Paints commissioned a specially designed mural that visually interpreted the themes of music and joy. The artwork was inspired by Chromacosm, the brand’s architectural color system featuring over 5,300 shades, making it a visual focal point of the evening.
- Interactive Photo Booth: Guests engaged with an interactive photo booth creatively constructed from the brand’s iconic paint buckets. Attendees captured Polaroid keepsakes in the custom shade ‘Love Song,’ seamlessly marrying the vibrancy of color with the rhythm of pop music.
The collaboration’s spirit was beautifully showcased during the electric performance by one of India’s most celebrated pop artists, Armaan Malik. Asian Paints marked the occasion by presenting Malik with a custom-made guitar painted in his favorite shades from the brand’s extensive color palette, a gesture that resonated deeply with the audience.
The night featured an impressive roster of top pop talent, including Aditya Rikhari, Sanju Rathod, King, Jonita Gandhi, Hansika Pareek, and Kushagra, cementing the event as a grand celebration of India’s evolving pop landscape.
This partnership is a natural fit, as pop music’s lively, expressive energy aligns perfectly with Asian Paints’ brand identity, which symbolizes creativity, emotional connection, and color. By bringing its rich world of colors to Spotify’s I-POP, the brand continues its legacy of weaving its products into various facets of Indian culture—from sports and art to contemporary cultural collaborations—turning everyday experiences into vivid, memorable stories.
Key Highlights:
- Partnership: Asian Paints has collaborated with Spotify for its musical property, I-POP, an initiative celebrating India’s fast-growing pop music movement.
- Experiential Integration: Asian Paints added a vibrant visual layer to the exclusive, invite-only event through a Chromacosm-inspired mural and an interactive photo booth made from its iconic paint buckets, using a specific shade called ‘Love Song.’
- Artist Highlight: Pop artist Armaan Malik gave an electrifying performance and was gifted a custom-painted guitar by Asian Paints, symbolizing the fusion of music and color.
- Strategic Alignment: The collaboration strategically aligns the expressive energy of pop music with Asian Paints’ brand legacy of symbolizing creativity, color, and connecting with Indian culture.