Asian Paints launches a campaign capturing the spirit of Pongal, resonating intimately with the people of Tamil Nadu. The initiative includes a special heritage-inspired festive pack of Asian Paints Royale Glitz, the luxury interior emulsion. Additionally, 22 MTC buses now showcase designs inspired by the festive packs, transforming into art displays. The campaign is designed to celebrate the rich culture and creativity of Tamil Nadu, providing a bridge to tradition through the vibrant colors of Asian Paints.
“Asian Paints has been a part of the homes, festivities and culture of Tamil Nadu for decades. The rich culture of the state has inspired us to do something truly special this year – our first-ever festive pack of Asian Paints Royale Glitz inspired by the rich culture of Tamil Nadu, and the transformation of 22 MTC buses into moving canvases. We wholeheartedly embrace the spirit of Pongal, and these initiatives are our gift to the people of Tamil Nadu, adding to the celebrations of this diverse and vibrant community,” Amit Syngle, CEO and MD, Asian Paints Limited, said.
Tamil Nadu has a rich cultural heritage intertwined with ancient temples, performance and fine arts, and timeless Tamil architecture. Asian Paints introduces a Festive Pack of Royale Glitz, featuring in-mould labeling (IML) packaging. The pack includes an Augmented Reality (AR) feature accessible by scanning the QR code, titled ‘Tribute to Tamil Nadu,’ offering a digital journey through landmarks like the Meenakshi Temple and Thanjavur Palace.
The packaging’s colors draw from Gopurams and Athangudi tile work, complemented by gold designs inspired by Kanchipuram silk weavers. The design features Bharatanatyam and Karakattam dancers, along with depictions of Thanjavur temples known for intricate carvings.
In collaboration with XXL Collective, Asian Paints transforms 22 MTC (Metropolitan Transport Corporation) buses to align with the design of the Royale Glitz Festive Pack. The goal is to capture the spirit of Tamil Nadu’s people and celebrate the festive season. The buses, operating on route 21G from Broadway to Kilambakam, aim to create a personal connection with Tamil Nadu’s essence. Additionally, 20 buses displaying elements from the festive pack will traverse various routes in Chennai, including A1, E18, 7H, 40A, 109, 102X, and 23 C.
“The Chennai Bus Project turns MTC buses into mobile canvases of cultural storytelling, bridging the past and present, making heritage both accessible and engaging. It is a vision to turn routes into roots, allowing every commuter to engage with the state’s rich traditions tangibly. This project marks the start of a broader movement to bring cultural wealth to the masses, ensuring that every journey within Chennai becomes an immersive experience of Tamil Nadu’s collective history and vibrant culture,” Thanish Thomas, co-founder, XXL Collective, said.
“The Metropolitan Transport Corporation (MTC) recognizes how buses play a pivotal role in the city’s social and cultural landscape. This initiative, in collaboration with Asian Paints and XXL Collective, transforms our buses into dynamic cultural hubs, breathing new life into the daily commute and enriching the urban experience. This initiative marks a significant step towards reimagining public spaces as arenas of cultural engagement and celebration in Chennai,” Alby John, managing director, Metropolitan Transport Corporation (MTC), Chennai, said.