Asian Paints has launched Special Edition Regional packaging for ACE Emulsion and Tractor Emulsion, inspired by the heritage of Andhra Pradesh, Telangana, Karnataka and Tamil Nadu. Featuring temples, festivals, crafts and folk arts, the designs and accompanying brand films celebrate regional pride while reinforcing the paints’ durability and trusted performance.
Asian Paints’ latest tribute to South India arrives not as an advertisement or a festival campaign, but as something far more personal—packages that echo the stories, sentiments and symbols millions in the region hold close. With the launch of its Special Edition Regional packaging for ACE Emulsion and Tractor Emulsion, the company has turned everyday paint cans into vibrant canvases of heritage, capturing the cultural soul of Andhra Pradesh, Telangana, Karnataka and Tamil Nadu. The initiative blends celebration with reverence, presenting colour not just as a decorative choice but as a cultural expression woven through architecture, festivals, arts and lived experiences.
For Andhra Pradesh and Telangana, Asian Paints has created packaging that feels almost like a journey across the twin states. At its centre stand the Charminar of Hyderabad and the sacred Tirupati Temple, two icons that immediately evoke devotion and history. Surrounding them are motifs that bring the region’s cultural vibrancy alive—Kuchipudi dancers frozen mid-movement, Kalamkari-inspired floral swirls, and splashes of Bonalu and Ugadi that signal festive joy. The packaging also pays homage to the craftsmanship and artistic lineage of the region through Etikoppaka toys, known for their lacquered wooden appeal, the grand Warangal Fort Gate and the elegant Lepakshi Nandi. Completing this regional portrait are elements like the Hussain Sagar Buddha, serene against the cityscape, and the Vizag Submarine, which anchors the design in the region’s coastal pride. Together, these symbols create more than decorative art; they form a narrative of unity, warmth and identity.
Karnataka’s edition carries a different rhythm—quieter in some places, dramatic in others, much like the state itself. The architectural richness of Karnataka becomes a focal point, with the Hampi Chariot, Gol Gumbaz and Mysore Palace offering a blend of royal elegance and historical gravity. To this, Asian Paints adds the energy of Yakshagana, lighting up the design with the colours and expressions of the state’s beloved folk theatre. Sacredness too finds its place through motifs of Gomateshwara and design touches inspired by the Tungabhadra region, creating a sense of spiritual grounding. Regional crafts come alive through delicate Kasuti embroidery and the sheen of Bidriware, while Bandipur’s majestic elephants and the state bird, the Indian Roller, offer a tribute to Karnataka’s stunning biodiversity. The result is a design that captures a state where heritage, art and nature intersect seamlessly.
Tamil Nadu’s packaging provides a striking celebration of devotion, elegance and coastal legacy. Towering at the centre is the Meenakshi Temple, one of the most recognisable structures of the region, supported by the graceful arcs of Bharatanatyam dancers whose movements embody centuries of artistic tradition. A Pongal pot reinforces the festive heartbeat of Tamil households, while Karakattam adds the exuberance of folk performance. The state’s famed craftsmanship finds its space through Thanjavur dolls, intricate Kolam patterns and motifs inspired by Chola architecture. Standing alongside these timeless symbols are landmarks such as the Airavatesvara Temple wheel, the colonial-era Chennai Railway Station, the windswept Manora Fort and the serene Kanyakumari Memorial, capturing a state that holds its past and present in harmonious balance. Finishing touches like the banana leaf—synonymous with Tamil hospitality—connect the packaging to everyday cultural practices that define community life.
While the packaging itself serves as a visual tribute, Asian Paints has extended this celebration through dedicated brand films for each of the four states. These films move beyond static imagery, travelling through festive streets, temple towns, coastal roads and bustling neighbourhoods. They linger on the small yet meaningful moments—families preparing for festivals, artisans at work, children playing in courtyards, and the gentle transformation of homes through coats of colour. Through these visuals, ACE Emulsion and Tractor Emulsion appear not merely as products but as companions to life’s rituals, protecting walls through monsoons, summers and changing seasons while carrying the identity of the families within.
Colours take on deeper meaning in South India, where architecture, rituals and landscapes seamlessly merge with tradition. In highlighting this connection, Asian Paints moves beyond functional messaging into the realm of cultural storytelling. The films showcase how homes across Andhra Pradesh, Telangana, Karnataka and Tamil Nadu reflect a constant merging of heritage with modernity. Urban homes sit beside ancient temples, new skylines rise near historical forts, and contemporary lifestyles evolve around age-old customs. The paint on these walls becomes part of this balance, representing not just durability and freshness but belonging.
By introducing these limited-edition packs, Asian Paints reinforces its long-standing commitment to honouring local culture and building meaningful relationships with communities across India. ACE Emulsion and Tractor Emulsion have earned trust for their quality and longevity, but the new regional designs add emotional depth to this reliability. They allow consumers to see their stories reflected on the products they bring into their homes—stories of festivals they celebrate, landmarks they cherish, crafts they preserve and traditions they continue with pride.
In a marketplace often dominated by globalised aesthetics, Asian Paints’ approach stands out for its rootedness. Each design is a reminder that regional pride remains an essential part of Indian identity. By placing Charminar, Hampi, Meenakshi Temple, Bharatanatyam dancers, elephants, embroidery, temple wheels and coastal landmarks onto paint cans, the company acknowledges that the walls people paint are more than surfaces; they are repositories of memory, celebration and continuity. These limited-edition packs do not merely decorate homes—they bring familiar comfort, spark nostalgia and foster a sense of belonging.
As South India continues to evolve, its cultural expressions remain constant, shaping the rhythms of everyday life. Asian Paints’ Special Edition Regional packaging captures this continuity, celebrating a region where tradition thrives alongside modern innovation. For consumers, the designs offer a moment of recognition, a sense of pride and a gentle reminder that colour—when infused with culture—can turn even the simplest object into a storyteller.
