As Pongal festivities enliven Tamil Nadu, Asian Paints steps in to intertwine the region’s rich cultural tapestry with its latest initiatives. The brand has launched a special heritage-inspired festive pack of its luxury interior emulsion, Royale Glitz, and transformed 22 MTC buses into moving art showcases, celebrating the essence of Tamil Nadu’s traditions.
Royale Glitz: A Festive Edition Celebrating Tamil Heritage
The special edition of Royale Glitz is more than just paint; it’s a tribute to Tamil Nadu’s ancient temples, arts, and architecture. The pack features an innovative Augmented Reality (AR) experience, where scanning a QR code takes consumers on a musical journey through Tamil Nadu’s heritage. The packaging design, inspired by Gopurams and Athangudi tiles, and adorned with gold designs reminiscent of Kanchipuram silk, captures the state’s vibrant aesthetic.
Transforming Public Transport into Cultural Canvases
In a unique collaboration with XXL Collective, Asian Paints has reimagined 22 MTC buses as mobile art installations. These buses, adorned with designs from the Royale Glitz Festive Pack, are not just a mode of transport but a celebration of Tamil Nadu’s spirit. The project aims to turn everyday commutes into immersive cultural experiences, connecting passengers with the state’s rich traditions.
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A Journey Through Tradition on Wheels
The revamped buses, running on various routes across Chennai, offer passengers a visual feast, reflecting the festive mood of Pongal. Amit Syngle, CEO and MD of Asian Paints, emphasizes the brand’s deep connection with Tamil Nadu’s culture and its commitment to celebrating this vibrant community’s diversity.
Bridging Past and Present
Thanish Thomas of XXL Collective highlights the project’s vision to make heritage accessible and engaging. By turning routes into roots, the Chennai Bus Project aims to bring the state’s cultural wealth to the masses.
Enriching Chennai’s Urban Experience
Dr. Alby John, Managing Director of MTC, acknowledges the role of buses in the city’s cultural landscape. This initiative, he notes, transforms public spaces into arenas of cultural engagement, enhancing the daily commute and enriching the urban experience in Chennai.
