Asian Paints WoodTech Emporio and Dino Morea explore what’s ‘Truly Italian’

Asian Paints WoodTech Emporio has launched a new campaign titled ‘Truly Italian’, featuring actor Dino Morea. Known for his half-Italian heritage and effortless charm, Morea embodies the campaign’s blend of authenticity, sophistication and wit — perfectly mirroring Emporio’s Italian-inspired wood finishes.

The campaign explores the question of what it truly means to be Italian through a tongue-in-cheek lens. With Morea being half Italian and Emporio capturing the full Italian spirit in its design and finish, the creative narrative strikes a balance between humour and style.

Conceptualised by Ogilvy India, the campaign comprises three light-hearted films — Mango Tiramisu, Pink Sauce Pasta and Italian Suit — each playfully drawing comparisons between imitation and authenticity. In Mango Tiramisu, the contrast between a fusion dessert and Emporio’s genuine craftsmanship underscores the brand’s dedication to timeless quality. Pink Sauce Pasta highlights the difference between perceived and authentic Italian artistry, while Italian Suit parallels Morea’s effortless sophistication with Emporio PU’s elegant finish.

The WoodTech Emporio range offers both Clear and Colour finishes, crafted to enhance the natural warmth, texture and grain of wood. Designed to perform well in Indian conditions, these finishes combine aesthetic refinement with lasting durability, transforming everyday furniture into elegant design statements.

By blending Italian craftsmanship with local sensibilities, Asian Paints continues to champion quality and design innovation in Indian homes. The ‘Truly Italian’ campaign positions Emporio PU as the mark of authenticity — refined, enduring and unmistakably elegant.