Asian Paints launches Northeast Book of Colours

NATIONAL: Asian Paints has launched the Northeast Book of Colours, a region-specific shade guide that translates the cultural life, craft traditions and landscapes of India’s Northeast into a curated colour campaign for homes.

Built around the theme Inspired by you, crafted for you, the book positions colour as cultural expression rather than decoration. It features more than 80 curated shade combinations, presented through mood boards, design cues and popular palettes drawn from across the Northeastern states.

The campaign taps into familiar regional references, from the deep blacks of Longpi pottery in Manipur and the red-and-white Gamosa of Assam, to the bold red, black and green of Tripura’s Rignai. Earth tones inspired by hills, forests and rivers soften the palette, offering homeowners combinations that feel rooted yet contemporary.

The book is designed as both a practical tool and a cultural statement, helping consumers choose colours that reflect local identity while fitting modern living spaces.

“Colour is one of the strongest expressions of identity,” said Asian Paints Ltd MD and CEO Amit Syngle. “This book is our tribute to a region rich in character and craft, bringing together its most loved palettes into a guide inspired by its people and communities.”

To amplify the launch, Asian Paints has released a campaign film that traces the origins of the shades and their cultural stories. The Northeast edition was unveiled at a flagship event at Radisson, Guwahati, marked by a fashion show interpreting indigenous textiles, art forms and natural hues for contemporary homes.

With this launch, Asian Paints deepens its regional play, using localisation and cultural storytelling to strengthen its position as India’s colour authority.