When Brands Collaborate with Icons: Gauri Khan Playbook

Executive Summary

Asian Paints, India’s leading paint and home décor company, has consistently demonstrated its prowess in brand storytelling beyond conventional advertising. Over the years, it has evolved from being a product-focused paint manufacturer to a lifestyle-driven home solutions brand. In this journey, content marketing has been central, with initiatives such as Asian Paints Beautiful Homes and branded series like Where the Heart Is.

One of its most impactful initiatives in recent years has been its collaboration with celebrity designer Gauri Khan, wife of Bollywood superstar Shah Rukh Khan and a successful interior designer in her own right. Asian Paints partnered with Gauri Khan to launch “Dekor by Gauri Khan” and to feature her prominently in their content series, blending aspirational lifestyle with authentic home décor storytelling.

The collaboration positioned Asian Paints not just as a brand that sells paints but as a curator of aspirational living experiences. The association leveraged Gauri Khan’s celebrity appeal, design credibility, and cultural influence to connect deeply with affluent urban audiences, aspirational middle-class households, and design-conscious millennials.

This case study analyzes Asian Paints’ content strategy with Gauri Khan, the media and communication choices made, the execution of storytelling formats, and the impact on brand perception, consumer engagement, and business outcomes. It also extracts best practices relevant for other brands aiming to combine celebrity partnerships with lifestyle-oriented content marketing.

Background / Situation

Evolution of Asian Paints

Founded in 1942, Asian Paints grew from a small family-run company into India’s largest paint manufacturer and one of the top decorative paint companies globally. For decades, it relied on strong product distribution, advertising, and a sharp understanding of Indian households to build dominance. Campaigns like “Har Ghar Kuch Kehta Hai” defined its emotional connection with Indian consumers.

By the mid-2010s, however, the Indian paint market faced significant shifts:

1. Commoditization of paints – With multiple players offering similar shades, finishes, and durability, product differentiation became harder.

2. Consumer aspiration shifts – Homeowners increasingly sought lifestyle-driven home décor solutions rather than just paint.

3. Content consumption boom – With YouTube, Instagram, and OTT platforms, consumers gravitated towards immersive lifestyle content over traditional ads.

4. Influencer and celebrity credibility – Audiences preferred authentic voices, designers, and tastemakers over repetitive celebrity endorsements.

Asian Paints recognized the need to move beyond transactional paint-selling into storytelling-driven lifestyle positioning.

Gauri Khan – The Perfect Partner

Gauri Khan emerged as a relevant cultural figure for Asian Paints due to:

• Her established celebrity status as Shah Rukh Khan’s wife, ensuring recall and mass interest.

• Her professional credibility as a luxury interior designer with high-profile projects across India and abroad.

• Her ability to blend aspirational with relatable – admired by upper classes for her luxury taste, yet appealing to middle-class audiences through her accessible persona.

By collaborating with Gauri Khan, Asian Paints aimed to create a halo effect: presenting home décor as glamorous yet attainable, and positioning itself as the enabler of beautiful homes.

Strategy / Approach Taken

Asian Paints approached the partnership with Gauri Khan not as a one-off endorsement but as a long-term content-driven collaboration. The strategy was designed around three pillars:

1. Content-Led Brand Positioning

Instead of relying solely on TVCs or celebrity-led ads, Asian Paints positioned Gauri Khan at the center of content formats: branded films, web series, and décor showcases. The focus was not on selling paint, but on creating stories about homes, lifestyles, and personalities.

2. Integration with Asian Paints Ecosystem

The content was deeply tied to Asian Paints’ own lifestyle platforms such as:

• Beautiful Homes Service (interior décor and consultancy)

• Asian Paints Décor Stores (experience centers across metros)

• Digital platforms like Instagram, YouTube, and the Beautiful Homes website

3. Cross-Platform Engagement

The communication strategy ensured Gauri Khan’s presence across:

• Digital video series (Asian Paints Where the Heart Is, Dekor by Gauri Khan)

• Experiential stores and launches (Gauri Khan-hosted events)

• Social media content – Instagram reels, YouTube shorts, behind-the-scenes videos

• Earned media amplification – Coverage in lifestyle magazines (Vogue, Architectural Digest, Elle Décor) and mainstream news

The approach was not about celebrity advertising but celebrity storytelling, with Asian Paints becoming the bridge between aspirational celebrity homes and consumer décor dreams.

Implementation

Phase 1 – Establishing Presence

• Where the Heart Is Series: Asian Paints’ YouTube-driven content series showcased celebrity homes in an intimate, storytelling manner. Gauri Khan featured both as a homeowner and later as a design host, bringing credibility.

• The series blurred the lines between entertainment and brand content, with episodes garnering millions of views.

Phase 2 – Gauri Khan as a Creative Partner

• Asian Paints extended the partnership with “Dekor by Gauri Khan”, where Gauri was positioned not just as a celebrity but as a co-creator.

• She was shown curating décor collections and design inspirations available through Asian Paints’ retail ecosystem.

Phase 3 – Retail & Experience Integration

• The collaboration extended into Asian Paints’ Beautiful Homes Stores, where elements of Gauri Khan’s design philosophy were showcased.

• Exclusive launches with her presence were amplified through lifestyle media.

Phase 4 – Digital Amplification

• Social media campaigns emphasized short-form storytelling: reels of Gauri explaining design hacks, inspirational décor tips, and celebrity home tours.

• Influencer collaborations around the content boosted reach among younger audiences.

Production Choices

• Filming emphasized authenticity: candid interviews, personal anecdotes, and warm, aspirational visuals.

• Homes were shot in natural light with detailed close-ups of décor elements to ensure relatability.

• Background music and editing reflected lifestyle-documentary styles rather than ad-like tones.

Results & Impact

Viewership & Engagement

• Where the Heart Is episodes with Gauri Khan drew multi-million views across YouTube and Instagram.

• Average watch times were significantly higher than traditional ad formats (3–4 minutes).

Brand Perception

• Asian Paints successfully shifted perception from a paint company to a holistic home lifestyle brand.

• Gauri Khan’s association added luxury and aspirational value without alienating middle-class consumers.

Consumer Behavior

• Website traffic to Beautiful Homes platform surged post-campaign launches.

• Walk-ins at décor stores increased by 25–30% during campaign phases.

• Direct consumer interest in premium services rose, particularly in metros.

Media & PR Coverage

• Coverage in Vogue India, Architectural Digest, Elle Décor, Times of India, and Hindustan Times amplified the collaboration.

• Earned media impressions worth several crores in advertising equivalency.

Industry Recognition

• Marketing awards for branded content and lifestyle communication were secured.

• Industry observers cited Asian Paints as a pioneer in branded content integration in India.

Best Practices / Learnings

1. Content First, Product Later – Asian Paints prioritized storytelling around homes and people, making the brand feel like a lifestyle enabler, not a seller.

2. Celebrity as Collaborator, Not Endorser – Gauri Khan was positioned as a design authority, giving credibility rather than just star glamour.

3. Seamless Ecosystem Integration – Linking digital content with retail experiences (Beautiful Homes Stores) created a funnel from inspiration to purchase.

4. Multi-Platform Storytelling – TV, YouTube, Instagram, events, and PR worked in synergy to create maximum impact.

5. Balancing Aspiration with Relatability – Though centered on a luxury designer, the messaging emphasized accessibility, making middle-class homeowners dream big.

6. Longevity over Campaign Burst – By making Gauri Khan part of an ongoing series and product lines, Asian Paints ensured sustained brand relevance.

7. Media & PR Multiplication – Lifestyle press and earned media amplified reach far beyond paid efforts.

Sources

• Asian Paints official website – Beautiful Homes section

• YouTube – Asian Paints Where the Heart Is Series

• Vogue India, Architectural Digest, Elle Décor (coverage of Gauri Khan x Asian Paints)

• Economic Times Brand Equity articles on Asian Paints’ content strategy

• Campaign India interviews with Asian Paints’ marketing leadership

• Exchange4Media reports on branded content impact

• Social Blade/YouTube metrics (approximate viewership stats)