MUMBAI: Asian Paints is adding a coat of culture to its colour charts. The company’s latest limited-edition launch, Royale Glitz – Tribute to Odisha, isn’t just a new look for its luxe emulsion range—it’s a curated homage to the rich tapestry of Odisha’s traditions.
Wrapped in the elegance of Pattachitra art and infused with motifs from the state’s iconic heritage—think Odissi dancers, the mighty Hirakud Dam, and the timeworn glory of the Konark Wheel—the pack is less packaging, more cultural artefact.
“At Asian Paints, we believe that every state is not just a market, but a living story. 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. As a market, Odisha is discerning and design- aware, and this initiative reflects our intent to not only lead in innovation and aesthetics but also lead in cultural sensitivity. This is how we continue to elevate décor from just product to purposeful expression,” said Asian Paints MD & CEO Amit Syngle.
Known for its crème-finish glow and anti-crack performance, Royale Glitz now arrives with a dose of regional pride. The move is part of Asian Paints’ ongoing push to regionalise its offerings—fusing décor and storytelling to create deeper consumer connections.
Backing the pack is a localised campaign featuring an original Odia track composed by Geet Vani and sung by Barnali Hota. The music video wraps Odia pride in melody, adding a lyrical layer to the product’s visual punch.
Available across select markets in Odisha, the Tribute to Odisha pack paints a picture of how luxury décor can echo local identity—one brushstroke at a time.
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