Asian Paints transforms Tamil Nadu's urban landscape into Pongal art
The Pongal campaign comes to life through collaboration with XXL Collective, enhancing the festivities with creativity and vibrancy in partnership with Asian Paints
Sumit Rawat
In a spirited celebration of Pongal, Asian Paints has metamorphosed the urban landscape of Tamil Nadu. The rhythmic beats of Kombu and the graceful Kummi performers have set the stage for a festive transformation, resonating with the essence of Pongal.
Asian Paints has intimately captured the spirit of this auspicious occasion, creating a canvas that reverberates on a personal level with the people of Tamil Nadu. In a heartfelt tribute to the state's rich culture and creativity, Asian Paints introduces initiatives that showcase the soul of Tamil Nadu.
The special heritage-inspired festive pack of Asian Paints Royale Glitz, a luxury interior emulsion, adds a burst of color and serves as a bridge to tradition. To amplify the festive cheer, 22 Metropolitan Transport Corporation (MTC) buses have been transformed into art showcases, adorned with designs inspired by the Royale Glitz special edition festive packs.
Royale Glitz – Special Edition Festive Edition
Asian Paints' festive pack pays homage to Tamil Nadu's rich cultural heritage, entwined with ancient temples, performance arts, and timeless Tamil architecture. The Royale Glitz festive pack features in-mould labelling (IML) packaging, incorporating an exciting Augmented Reality (AR) feature. By scanning the QR code on the pack, consumers embark on a delightful journey through Tamil Nadu's heritage via a musical symphony titled 'Tribute to Tamil Nadu.'
The packaging's vivid hues draw inspiration from the magnificent Gopurams framing the skyline and striking Athangudi tile work. These rich colors beautifully contrast with intricate gold design work inspired by Kanchipuram silk weavers, depicting graceful poses of Bharatanatyam and Karakattam dancers and depictions of Thanjavur temples renowned for their intricate carvings.
MTC Bus Makeovers
In collaboration with XXL Collective, Asian Paints is enriching the urban landscape by turning MTC buses into moving art canvases. The makeover of 22 buses, inspired by the design of the Royale Glitz Festive Pack, aims to capture the spirit of Tamil Nadu during this joyous event.
Two buses on route 21G from Broadway to Kilambakam have undergone an extravagant transformation, weaving a personal connection with Tamil Nadu's soul. The remaining 20 buses, adorned with elements from the festive pack, will traverse different corners of Chennai through various routes.
Speaking on the occasion, Mr. Amit Syngle, CEO and MD of Asian Paints Limited, expressed, "Asian Paints has been a part of the homes, festivities, and culture of Tamil Nadu for decades. Our first-ever festive pack and the transformation of MTC buses into moving canvases are special initiatives inspired by the rich culture of Tamil Nadu."
Thanish Thomas, Co-Founder, XXL Collective, shared, "The Chennai Bus Project turns MTC buses into mobile canvases of cultural storytelling, bridging the past and present, making heritage both accessible and engaging."
Dr. Alby John, Managing Director, Metropolitan Transport Corporation (MTC), Chennai, remarked, "This initiative transforms our buses into dynamic cultural hubs, breathing new life into the daily commute and enriching the urban experience in collaboration with Asian Paints and XXL Collective."
