Kashmir's beauty is often captured through its mountains, lakes and landscapes. Kansai Nerolac Paints is turning the camera towards a less explored part of that story: the region's homes and the people who shape them.
With its new digital series ‘Noor-e-Kashmir’, Kansai Nerolac Paints Limited (KNPL) is showcasing 12 distinctive homes across Kashmir, exploring how architecture, colour, craftsmanship and the region's relationship with nature come together inside and outside the home.
The series is built around a simple observation: in Kashmir, homes are not just private living spaces. They are where families gather, guests are received, celebrations unfold and communities connect. Those social and cultural traditions have become the central consumer insight behind the campaign.
Rather than focusing solely on finished interiors, Noor-e-Kashmir looks at the decisions and people behind each home. The series examines homeowners' design choices while bringing dealers, contractors and local craftsmen into the story, highlighting the wider ecosystem involved in creating a home.
The 12 properties were shortlisted in collaboration with a renowned Kashmir-based architect, with each selected for its individual character, architectural identity and aesthetic sensibility.
Architecture, colour and craftsmanship take centre stage
Each episode focuses on one home, offering a closer look at its architecture, design choices, colours and connection with its surroundings. The series also explores how homeowners use colour to establish the mood and identity of their spaces.
The homes featured have been painted using Nerolac Impressions Kashmir for interiors, Excel Everlast for exteriors, and the Gloria and ICRO ranges for wood finishes.
For Kansai Nerolac, however, the campaign is as much about the people behind the projects as the spaces themselves.
Every episode includes a dedicated segment on the contractor involved in the home, recognising their contribution through the newly introduced ‘Noor-e-Kashmir Contractors’ initiative. Selected contractors will receive badges and certificates, alongside recognition across social media.
Pravin Chaudhari, Managing Director, Kansai Nerolac Paints Limited, said Kashmir represents an important market for the company, with consumers showing a strong appreciation for colour, design and craftsmanship.
He said the series reflects the company's understanding of local preferences while strengthening its relationship with consumers, dealers and contractors in the region. He described the initiative as a tribute to Kashmir, its people, homes and the craftsmanship behind them.
Ramkrishna Naik, Chief Marketing Officer, Kansai Nerolac Paints Limited, said the series was designed to bring the stories and choices behind each home into focus.
“Paint has never been just about what you put on a wall,” Naik said, adding that colour can influence the character of a space and the people who live in it.
From digital series to a colour book
Noor-e-Kashmir will be released across Kansai Nerolac's owned digital platforms, with YouTube serving as the primary channel and other social media platforms amplifying the episodes.
The campaign will eventually extend beyond video. The 12 homes featured in the series will be brought together in a special ‘Noor-e-Kashmir Colour Book’, documenting their colour palettes, architectural details and design choices.
The book is intended to serve as a source of inspiration for consumers looking to explore similar ideas in their own homes.
For Kansai Nerolac, the initiative also offers a way to engage with a regional market through a story rooted in local identity rather than a conventional product showcase.
Now in its 106th year, Kansai Nerolac Paints is one of India's leading paint companies and a leader in industrial paints. The company operates eight manufacturing units across India and has a nationwide dealer network, producing decorative and industrial coatings for homes, offices, hospitals, hotels and multiple industrial sectors.
