To honour the heritage, art, culture and traditions of Kerala, Asian Paints has launched a special edition packaging for its ultra durable luxury exterior paint, Apex Ultima Protek.
The new heritage-inspired packaging aims to capture the state’s rituals, traditions and landscapes. From traditional dance forms like Pulikali tiger dance and Kathakali, to festivals like Paripally Gajamela and the backwaters and houseboats of Kerala, the packaging showcases symbols of state. It also features illustrations of the Ayurvedic massage, the Sadya feast, and the orchestra of Kerala, Thayambaka.
The brand has also launched an ad film for the people of the state, that aims to take viewers on a journey through the rich cultural heritage of Kerala.
Speaking on the launch of the limited edition pack and ad film, Amit Syngle, CEO and MD, Asian Paints, said, “Kerala holds a special place in our hearts, not only for its breathtaking landscapes but also for its deeply rooted cultural heritage. The region’s unique and extreme climate, marked by year-long monsoons, is also an integral part of Kerala’s identity, which we factor into all our products. Apex Ultima Protek, a paint tailored for the Kerala’s weather, has received tremendous acceptance from our consumers in the state. With this special edition packaging of Apex Ultima Protek, we aim to honour and celebrate Kerala’s splendid beauty and diversity while offering our customers a product that not only protects their homes but also reflects their pride in their cultural heritage.”
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