Thendral/Shruthi for Asian Paints [Pics]

Asian Paints joins in the journey of beautifying homes this Pongal.

Company Brief
Mumbai, November 24, 2014

Asian Paints, India's largest paint company has always been partnering with consumers in their journey towards creating beautiful homes. Asian Paints joins Tamil Nadu in its preparation for Pongal this year with the launch of Tractor Emulsion Varna Maalai' - a special TV serial colour combination guide designed exclusively for the people of Tamil Nadu. This unique colour combination guide aims to help the people of Tamil Nadu in their decision making process when it comes to choosing colour combinations for their homes.

Choosing the right colour combinations for our rooms is something everyone looks forward to when they paint their homes. This is an area where one is always looking for inspiration and guidance to make one's home stand out. Keeping in mind the role TV plays in inspiring people, Asian Paints has innovatively associated with the three popular TV serials - Vaani Rani, Vamsam, Thendral and their three female leads - Radikaa Sarathkumar, Ramya Krishnan, Sruthi to showcase Tractor Emulsion's wide range of bright, vibrant colours through a unique colour combination guide called "Varna Maalai".

Tractor Emulsion Varna Maalai' or Garland of Colours' contains different shades and colour combinations showcased in rooms from the TV serials including drawing room, dining room, bedroom, kitchen and puja room. The book has 60 different colour combination options to help people choose the right combination for their homes.

The shades chosen are compiled by the in-house colour experts at Asian Paints incorporating the popular choice of colours in Tamil Nadu. This makes it an interesting format for a colour combination guide because it seamlessly integrates the regional trend in colours with an inspirational context of stars and rooms from popular TV serials.

Speaking on the launch, Amit Syngle, President-Sales, Marketing & Technology, Asian Paints Ltd said, "Painting is an integral part of beautifying one's home during festive seasons and Tractor Emulsion Varna Maalai' is our endeavor to be part of Tamil Nadu's preparation for this process before Pongal. The book is envisaged to help consumers in visualizing colour combinations for various rooms of their home and thus help them in their decision making," Speaking on Tractor Emulsion he further added, "It is an extremely popular paint brand in Tamil Nadu today and a leader in its category. It has always stood for an upgrade' as it offers a smooth emulsion finish, long life, wide range of 1700 shades and 1.5 times more coverage as compared to ordinary distempers. With this colour combination guide we have taken the brand proposition even further by helping consumers choose the right colour combinations for their home. It recommends colour combinations that are trendy and that will help their homes stand out. This makes Tractor Emulsion a Smart Choice indeed!"

Speaking at the launch, leading actress Radikaa Sarathkumar said, "Tractor Emulsion Varna Maalai' is a great offering from Asian Paints for the much anticipated Pongal festival. Choosing the right colour combinations for our rooms is always a big challenge and all of us who have painted our homes have faced this. This combination guide is a great help in this aspect. Using the actual sets of popular TV shows is a great way to connect with consumers and when it comes to painting their homes who better to guide you than Asian Paints."

Consumers looking to find the right combination can now seek inspiration from Tractor Emulsion Varna Maalai' to choose their favorite shades and combinations based on how it looks in the rooms of their favorite TV shows. Asian Paints will send this guide to consumers in Tamil Nadu who SMS "TRACTOR" to 56161.

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