Submitted by Monk-EAgency IPI Score 11/100

Asian Paints NeoBharat Pragati Ki Rang YouTube Series

Influencer Marketing

Monk-E built Pragati Ki Rang, a rural YouTube creator series for Asian Paints launching NeoBharat Latex Paint, which the agency reports at 50M+ cumulative reach.

50M+Cumulative Reach
20M+Total YT Views
25K+Total Engagement

Case in 60 seconds

Asian Paints was launching NeoBharat Latex Paint with a focus on rural India, so the work had to show the product improving real village spaces, which the page ties to India's progress and to bringing communities together.

The page frames paint as a means of rural development rather than decoration, and the campaign turns on that framing because a transformed community space shows a whole village what the product does, which a private home cannot.

Pragati Ki Rang, which Monk-E bills as India's First Rural Content IP, places NeoBharat Latex Paint inside the story of village progress, with regional YouTubers leading the transformation of community spaces rather than the brand speaking for itself.

Regional YouTube creators, among them Ankit Baiyanpuria, R Rajesh and Indian Farmer, led a series in which community spaces in rural India were transformed with NeoBharat Latex Paint, with the content carried on YouTube.

Monk-E reports 50M+ cumulative reach, 20M+ total YouTube views and 25K+ total engagement for the series, while the page gives no sales, distribution or brand measures for NeoBharat Latex Paint.

Strategy Breakdown

Rural communities in India, reached through regional YouTube creators, with village community spaces as the setting of the series.
The page ties the series to India's progress, and the campaign places rural villages inside that story rather than at its margins, with paint as the visible sign of change.
Asian Paints takes the role of a contributor to village improvement rather than a seller, because the page presents NeoBharat Latex Paint through the community spaces it improves.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Monk-E

Creator role

  • Ankit Baiyanpuria — creator
  • R Rajesh — creator
  • Indian Farmer — creator

Results & Evidence

MetricValue
Cumulative Reach50M+
Total YT Views20M+
Total Engagement25K+

Why Monk-E's strategy worked

  1. 1

    A launch built around shared spaces rather than individual homes gives each piece of content a whole community as its subject, so the product demonstration doubles as a story about the village.

  2. 2

    Casting regional YouTube creators rather than national names matches the voice of a series to its rural setting, which lets a product launch sit inside local content rather than interrupt it.

  3. 3

    Packaging a launch as a named content IP rather than a single advertisement gives several creators one title to work under, so separate creator channels add up to one recognisable series.

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