Chennai, January 2024:
As the rhythmic beats of Kombu echo and the Kummi performers grace the land, Pongal arrives in Tamil Nadu, transforming the landscape with renewed spirit. Asian Paints intimately captures the spirit of Pongal, creating a canvas that resonates on a personal level with the people of Tamil Nadu. In a heartfelt tribute to Tamil Nadu’s rich culture and creativity, Asian Paints unveils initiatives that showcase the soul of the state. The special heritage-inspired festive pack of Asian Paints Royale Glitz, their luxury interior emulsion, adds colour and becomes a bridge to tradition.
Adding to the festive cheer, 22 MTC buses have been transformed into art showcases adorned with designs inspired by the Asian Paints Royale Glitz special edition festive packs. It’s more than just paint; it’s a celebration of culture and a genuine connection to the heart of Tamil Nadu’s festivities.
Royale Glitz – Special Edition Festive Edition
Tamil Nadu’s rich cultural heritage is woven with the threads of ancient temples, performance and fine arts, and timeless Tamil architecture. And Asian Paints’ special Festive Pack of Royale Glitz pays homage to these cultural cornerstones. Equipped with the in-mould labelling (IML) packaging, the Asian Paints Royale Glitz festive pack features an exciting Augmented Reality (AR) feature. By scanning the QR code on the pack, consumers will be taken on a delightful 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 captivating walkthrough of the many marvels of Tamil Nadu from the Meenakshi Temple to the Thanjavur Palace with a catchy beat in the background.
The vivid hues in the packaging are inspired by the magnificent Gopurams framing the skyline and striking Athangudi tile work. These rich colours beautifully contrast with the intricate gold design work inspired by the world-famous Kanchipuram silk weavers. The design also portrays the 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 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 joyous event.
Embarking on a journey through tradition, the two extravagant buses have been revamped inside out. They will be running on the route 21G from Broadway to Kilambakam weave a personal connection with Tamil Nadu’s soul. It’s not just a ride; it’s an emotional voyage, a celebration of heritage that resonates with the hearts of the people. 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.
Speaking on this occasion, Mr. Amit Syngle, CEO and MD of Asian Paints Limited, 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.”
Sharing thoughts on the initiative, 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.”
Watch Asian Paints’ ‘Tribute to Tamil Nadu’ video below:
YouTube link – https://www.youtube.com/watch?