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Asian Paints conducts annual trend research to identify emerging influences and launch new colour stories accordingly. For 2024, the spotlight was on Gen Z, a generation stepping into decision-making roles, known for their bold outlook, strong opinions, and forward-thinking mindset.
In response to these insights, we created a film that captures the spirit of Gen Z and their growing influence across industries. The film draws inspiration from their confident, progressive attitude, a unique blend of adventurous energy and a love for cozy, familiar spaces.
Gen Z is making a significant impact across Fashion & Textiles, Mass Brands, Events, F&B, Digital & Social, and more. They embody a “Gen-We” mindset, valuing community, collaboration, and shared purpose over competition.
Reflecting this outlook, the design language and personality of the video are crafted to resonate with Gen Z. We’ve incorporated a diverse range of styles throughout the film, with each frame featuring its own distinct personality. This variety captures the bold and expressive nature of Gen Z, celebrating their unique approach to life and creativity.
