Asian Paints unveils regional packaging celebrating South Indian identity

Asian Paints has introduced Special Edition Regional packaging for ACE Emulsion and Tractor Emulsion, drawing on the cultural identities of Andhra Pradesh, Telangana, Karnataka and Tamil Nadu. The limited-edition packs incorporate state-specific motifs that highlight heritage, craft, architecture and everyday traditions across South India.

The Andhra Pradesh and Telangana design integrates iconic landmarks and cultural symbols from the two states. The Charminar and Tirupati Temple form the central visual anchors, while references to Kuchipudi, Kalamkari, Bonalu and Ugadi bring in festive and artistic associations. Elements such as Etikoppaka toys, Warangal Fort Gate, Lepakshi Nandi and the Hussain Sagar Buddha showcase regional crafts and architectural heritage. The Vizag Submarine adds a coastal dimension, creating a unified representation of pride and identity.

The Karnataka packaging features a combination of historic architecture, performing arts and natural heritage. The Hampi Chariot, Gol Gumbaz and Mysore Palace highlight the state’s architectural lineage. Yakshagana introduces theatrical colour, while Gomateshwara and motifs influenced by the Tungabhadra region add spiritual context. Details inspired by Kasuti embroidery, Bidriware, Bandipur’s elephants and the Indian Roller reflect the diversity of the state’s arts and wildlife.

The Tamil Nadu design draws from devotion, classical arts and coastal traditions. The Meenakshi Temple is positioned as the central motif, complemented by Bharatanatyam and the Pongal pot. Cultural identifiers such as Karakattam, Thanjavur dolls, Kolam, Chola-inspired patterns and the Airavatesvara Temple wheel contribute to the visual narrative. Additional elements, including banana leaf hospitality, Chennai Railway Station, Manora Fort and the Kanyakumari Memorial, underline the state’s blend of heritage and modernity.

Alongside the packaging, Asian Paints has released brand films for all four states. The films explore architecture, festivals, landscapes and everyday life, showing how homes across South India reflect both tradition and contemporary living. Scenes of neighbourhood celebrations and family routines present painted walls as expressions of identity as well as long-lasting protection.

The Special Edition Regional packaging strengthens Asian Paints’ connection with local communities. While ACE Emulsion and Tractor Emulsion remain recognised for durability and freshness, the new designs introduce an added cultural dimension to the product experience.