As Pongal arrives, Asian Paints has launched initiatives that resonate on a personal level with the people of Tamil Nadu. In a tribute to Tamil Nadu’s rich culture and creativity, the company has unveiled the special heritage-inspired festive pack of Asian Paints Royale Glitz, its luxury interior emulsion. Additionally, 22 MTC buses have been transformed into art showcases adorned with designs inspired by the Asian Paints Royale Glitz special edition festive packs.
Equipped with the in-mould labelling (IML) packaging, the Asian Paints Royale Glitz festive pack features an Augmented Reality (AR) feature. By scanning the QR code on the pack, consumers will be taken on a journey through the heritage of Tamil Nadu via a musical symphony titled ‘Tribute to Tamil Nadu’. The video that has been released digitally is a walkthrough of the many marvels of Tamil Nadu from the Meenakshi Temple to the Thanjavur Palace with music in the background. The hues in the packaging are inspired by the Gopurams framing the skyline and Athangudi tile work. These rich colours contrast with the gold design work inspired by the Kanchipuram silk weavers. The design also portrays the poses of Bharatanatyam and Karakattam dancers and depictions of Thanjavur temples renowned for their carvings.
In collaboration with XXL Collective, Asian Paints is turning the city’s buses into moving art canvases starting this festive season. The makeover of 22 MTC (Metropolitan Transport Corporation) buses constitutes the transformation of the exteriors and the interiors inspired by the design of the Royale Glitz Festive Pack. The goal of the redesign is to capture the spirit of the people of Tamil Nadu and join in the celebrations of people during this event. The two extravagant buses have been revamped inside out. They will be running on the route 21G from Broadway to Kelambakkam. The other 20 buses adorning the myriad elements from the festive pack will reach different corners of Chennai through the A1, E18, 7H, 40A, 109,102X and 23 C routes.
Amit Syngle, CEO and MD of Asian Paints, said, “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.”
Thanish Thomas, co-founder, XXL Collective, added, “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 in a tangible way. 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.”
Dr Alby John, managing director, Metropolitan Transport Corporation (MTC), Chennai, 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.”
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