Asian Paints NeoBharat partners with YouTube creators to showcase the 'colours of progress' of rural India

Asian Paints' 'Pragati Ke Rang' features inspirational stories of three YouTube creators, who may be from small towns, but have garnered a huge following on social media with their inspirational stories and content. The series features Ankit Baiyanpuriya, a fitness creator from Sonipat and National Creator Award winner. They have teamed up with NeoBharat Latex Paints to give a local arena a facelift and fill its walls with graphic artwork depicting the dreams of young wrestlers. The second episode features Jamtara-based truck driver and YouTube star Rajesh Ravani, who transforms a favorite dhaba on NH-33. The rest stop now has graphic artwork on its walls that pays tribute to the vital role played by truck drivers in India's progress.

The third episode tells about Santosh Jadhav, who is best known as an Indian farmer. He is a YouTuber from Sangli who is revolutionizing agriculture by introducing modern methods to Indian farmers. The episode captures the vibrancy of the Agricultural Produce Market Committee at Vita in Sangli, where graphic artwork on the walls celebrates their growing partnership with tech-savvy farmers and traders.

According to Mr. Amit Singal, MD & CEO, Asian Paints, 'At Asian Paints, we are committed to promoting the growth and progress of pan India. Our value-proposition Asian Paints NeoBharat is a tribute to the millions of Indians who are looking for a better life. With NeoBharat, we have further expanded our reach and made the category more attractive to more people. Our new content series, 'Asian Paints Colors of Progress' uniquely showcases the inspiring journey of individuals from small towns who are shaping their future and contributing to India's progress. This vision is very much linked to New India. Our latex paint is designed to provide an economical solution to beautifying homes and spaces. By bringing these powerful and inspiring stories to life, we hope to inspire aspiration in others. Our aim is to make every place a symbol of progress and empower people and communities across the country.

The series 'Pragati Ke Rang' is produced in collaboration with Monk Entertainment and Next Narrative. Expressing his excitement about the project, Viraj Sheth, CEO and Co-Founder, Monk Entertainment said, 'We are very happy to partner with Asian Paints on such a meaningful project. 'Pragati Ke Rang' is not just a show, but a movement that reflects our shared commitment towards creating content that brings real change. Ankit Baiyanpuria and R. By collaborating with creators like Rajesh, who are very close to the rural people, we were able to bring forth stories that inspire and help them move forward. Along with this, Asian Paints also shows the excellent quality of Neobharat.

Mohit Jagtiani, Founder, Next Narrative said, 'YouTube serves as a broad and inclusive platform where creators can connect with their audiences in authentic and powerful ways. This rural content IP is very different from traditional advertising; It is also about creating a show from the grassroots up for Asian Paints as well as giving a new look to the community spaces of rural India. We are very proud to be a part of this journey, contributing to this meaningful progress and fostering authentic relationships.

The show marks a step forward in Asian Paints' mission to bring lasting change in rural India. This initiative not only highlights the superior quality of NeoBharat Paint, but also reinforces the power of color to transform and advance places, lives and communities. As the show progresses, it will inspire and excite rural audiences across the country and paint a picture of a brighter and more prosperous future for all.

The 3-part series is conceived by Monk Entertainment and produced by SOL Entertainment. To watch the promo and episode, check out the links below:

Link 1: Promo of Episode 1 and 2 – Ankit and Rajesh –

Link 2: Episode Playlist –

About Asian Paints Limited:
Asian Paints has come a long way since its inception in 1942 to become India's largest and Asia's second largest paint company with a total turnover of ₹34,489 crore (₹345 billion). It makes optimum use of space, transcends the boundaries of color and design and has a positive impact on the lives of customers. The organization operates in 15 countries and has 27 paint manufacturing facilities worldwide, serving consumers in more than 60 countries. Asian Paints has always been a pioneer in the paint industry, inventing and introducing new concepts like Color Ideas, Beautiful Homes Painting Service, Color Next and Asian Paints Beautiful Homes Stores in India. Asian Paints manufactures a wide range of paints and coatings for decorative and industrial applications and also provides specialty painting and interior design services. Their decorative business portfolio also includes the SmartCare range for waterproofing, WoodTech products for wood finishing and a range of adhesives for all surfaces. Asian Paints also offers a wide range of home decor products. It is a leading company in India's integrated decor sector with modular kitchens & wardrobes, bath fittings & sanitaryware, decorative lighting, UPVC windows & doors, wall coverings, furniture, furnishings, rugs etc.

About Monk Entertainment:
Monk Entertainment, commonly known as Monk-E, is a leading digital media and content agency that specializes in influencer marketing, branded content and talent management. Created by Viraj Sheth and Ranveer Allahabadia in 2018, Monk-E has emerged as a powerhouse in the digital space, connecting brands with India's top content creators. The agency is renowned for creating innovative and impactful campaigns that connect with today's audiences, leveraging their deep understanding of social media trends, audience behavior and storytelling. With a commitment to authenticity and creativity, Monk Entertainment continues to shape how brands connect with their customers in the digital age.

About the next description:
Next Narrative is a new-age media company committed to empowering creators and brands to expand their reach and achieve business success. Believing strongly in stories, Next Narrative works closely with influencers and creators to create engaging content that builds meaningful connections with audiences. Founded by industry veteran Mohit Jagtiani and headquartered in Mumbai, Next Narrative is at the forefront of the branded content revolution.

Disclaimer: This article has been produced by Times Internet's Spotlight team on behalf of Asian Paints