Asian Paints celebrates Pattachitra art in packaging
Asian Paints has launched a special edition of its premium Royale Glitz emulsion range, paying tribute to the culture and heritage of Odisha.
13 Jun 2025 | By WhatPackaging? Team
The highlight of the limited-edition packaging is the intricate Pattachitra art and visuals, which are inspired by Odisha’s iconic landmarks and traditions, including the Odissi dance, Hirakud Dam, and the Konark Wheel.
The launch is part of Asian Paints’ strategy to connect with consumers through regional narratives and culturally relevant designs. Amit Syngle, managing director and CEO of Asian Paints, said, "Our Royale Glitz Tribute to Odisha edition is more than packaging, it’s a celebration of Odisha’s enduring artistry, spiritual energy, and cultural depth."
The limited-edition packs will be available in key markets across Odisha, supported by a targeted outreach campaign. To amplify the launch, Asian Paints also released a campaign film that celebrates the spirit of Odisha through a specially composed Odia song by renowned music director Geet Vani and sung by popular Odia artist Barnali Hota.