Ajay Devgn has officially returned as the Prayag India brand ambassador, marking a renewed partnership between the Bollywood actor and the leading sanitaryware manufacturer, as Prayag aims to reconnect with Indian families while highlighting quality and reliability. The announcement features the launch of the new “Prayag Ghar Banaye Shaandar” initiative, with Devgn at the forefront, reinforcing Prayag India’s core values for households across the nation.
Prayag India, a major force in sanitaryware and plumbing products, reintroduces Ajay Devgn to its brand portfolio after the remarkable success of their earlier collaboration. Previously, Devgn lent his image and presence to the memorable “Likh Ke Le Lo” campaign, which achieved widespread popularity and became an everyday phrase among consumers, reflecting the strength and integrity the brand wishes to project. By appointing Devgn once again, Prayag signals an intention to revive the emotional impact of this past cultural touchstone.
New Campaign Seeks Deeper Consumer Connection
The current campaign aims to strengthen Prayag’s bond with Indian households. The company is focusing on highlighting how its durable and trustworthy products contribute to shaping contemporary homes. With a fresh narrative, “Prayag Ghar Banaye Shaandar” positions the brand as a part of daily life, building on the trust Prayag India has cultivated over the years through consistent quality and innovation.
The decision to partner again with Ajay Devgn reflects Prayag India’s ambition to maintain cultural relevance while appealing to both new and loyal consumers. Nitin Aggarwal, CEO of Prayag India, commented on Devgn’s return:
“His authenticity and enduring appeal across generations make him a natural fit for our brand. Our previous campaign wasn’t just commercially successful—it became culturally significant. This new phase is about deepening our bond with consumers through shared values,”
—Nitin Aggarwal, CEO of Prayag India
Ajay Devgn’s Take on the Brand Association
The actor also shared his enthusiasm for this renewed association, emphasizing the alignment of his personal values with those of the brand.
“It’s always fulfilling to associate with a brand that stands for something real,”
—Ajay Devgn, Actor. He further highlighted the importance of trust for Indian households, stating,
“Prayag has earned its place in countless Indian homes, not just because of its products, but because of the trust it has built. The Likh Ke Le Lo campaign resonated deeply, and I’m glad to continue that story with Prayag Ghar Banaye Shaandar, which captures the soul of Indian homes.”
—Ajay Devgn, Actor
Reviving a Cultural Phenomenon and Looking Forward
The previous campaign,
“Prayag Quality Bemisal – Likh Ke Le Lo,”
not only proved to be a marketing hit but also left a lasting imprint on popular conversation in the country. In this new phase, Prayag India and Ajay Devgn hope to capitalize on their shared history, rejuvenating the brand’s emotional appeal by engaging with consumers who value trust and endurance in their homes.
As the collaboration unfolds, Prayag India appears determined to use the energy and credibility of Ajay Devgn and its iconic messaging to further its reach, reinforce its image, and keep pace with changing consumer aspirations within modern Indian households. The revival of this partnership comes at a time when the sanitaryware sector continues to play an integral role in shaping the comfort and aesthetics of living spaces across India.
