These were the years Asian Paints’ ColourNext was evolving from a colour trends forecast into a full décor trends forecast. Now one of the most widely seen and referenced design forecasts in India, it shapes how colour, material, and finish conversations happen across the industry every year.
For three consecutive editions — 2020, 2021, and 2022 — Fish Do It was embedded in the process as Content Partners and Material Consultants.
The work
ColourNext isn’t a report that gets written after the thinking is done. The thinking and the writing happen across months of workshops and iterative discussions with over 50 specialists: designers, architects, material experts, and creative practitioners brought together by Asian Paints’ marketing team and research agency.
We sat through every one of those sessions as the people responsible for distilling what came out of them into trend stories and content for publications, an exhibition, a website, and a series of videos. Sometimes the VO script for the trend videos was a direct recitation of our trend articulation. The words were that load-bearing.
The scope
Four fully developed trend worlds: detailed narratives on why each trend was emerging, how it would appear in lifestyle and design, and real-life examples. Original research averaging 60 examples per year, each one contacted directly by us. A curated Material, Finish and Texture palette. Master copy adapted across every format the forecast touched.
The formats
Trend Report, Lookbook, Exhibition Pavilions, ColourNext Store, Press Release, Videos, ColourBook, event giveaways.
The tool nobody asked for
To keep the marketing team, external agencies and consultants aligned, we built a simple WIP microsite – one place where all the research, references, and examples lived in a raw state. It became the shared repository everyone referred back to throughout the process. Nobody asked for it, but we built it because the project needed it.
Role: Trend Articulation, Material & Product Consultation, Content Creation, Project Coordination
2020–2022
