As we complete a year in lockdown, the words ‘sanctuary’ and ‘safe haven’ are no longer figurative when it comes to describing one’s relationship with their homes. The definition of a home and the meaning of spending time with loved ones have dramatically been altered over the course of the year as we were compelled to spend more time indoors.
‘Asian Paints Where The Heart Is’ Season 4, explored the dynamic between celebrities from different walks of life and their homes with a unique focus on personal décor. With over 110 million views and engagement, this season, which is a 17% increase from the previous one, the original web series has been appreciated for its earnest attempt to bring viewers closer to their favourite celebrity by showcasing their personal space and décor sensibilities.
‘Asian Paints Where The Heart Is’ Season 4 had the likes of Rajkumar Rao, Shankar Mahadevan, Smriti Mandana, Tamanna Bhatia, Anita Dongre, Prateek Kuhad, Shakti Mohan and Mukti Mohan open their doors to viewers, offering a glimpse into who they are off-screen and off the field. The show touched upon the beauty of relationships and how shared love for a home strengthens it.
For instance how Bollywood dark horse Rajkummar Rao knew his house was for him when he felt an instant connection to it, the moment he stepped over the threshold. The time and effort musical genius Prateek Kuhad spent decorating his home gave him a sense of belonging. From inspiring them to take bold chances with décor choices to bring a sense of calm to their being, the home means something different for music maestro Shankar Mahadevan and Czarina of fashion, Anita Dongre, respectively.
A common sentiment that runs through all celebrity homes is family, which includes their four-legged companions. The new season captured these real, lived-in, warm spaces of the celebrity homes that are truly theirs, a space that deeply resonates with them and reflects their true self.
Season 4 also introduced new elements to the show such as richer décor stories of the celebrities and their homes. With a spaces-first approach, viewers got to see more of their favourite star’s home: whether it’s a bold change that reflects décor confidence or a minor choice that shows a rare glimpse into their personal experience. The season also brought another new and exciting aspect for ardent fans where a lucky viewer, through a contest on Asian Paints website, won special memorabilia belonging to the celebrity for every episode.
A strong connection has been forged between the show and consumers as Asian Paints has gone on to showcase 29 homes, 34 celebrities garnering more than 360 million views and engagement in the last four years. With each season, Asian Paints brings forth renowned personalities from various fields with their own uniqueness, and a distinct connection with their homes. And with each episode, viewers get to witness who that personality is for real and how they infuse décor into their relationships.
The season 4 mash-up of Asian Paints Where The Heart Is:
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