Bhubaneswar, June 12, 2025: In Odisha, tradition isn’t just preserved, it’s a part of how people live, celebrate, and express themselves every day. From the graceful movements of the Ghumura dance and the timeless beauty of ancient temples, to the coastal charm of the Olive Ridley turtles, the state is rich with stories that continue to inspire. Its culture isn’t just remembered—it’s part of everyday life. Giving tribute to this unique culture, Asian Paints, India’s foremost name in paint and décor, has launched a striking new special edition of its luxury emulsions – Royale Glitz range titled ‘Tribute to Odisha’—a pack that brings alive the state’s rich cultural tapestry through design and storytelling.
This exclusive pack features artwork inspired by the Pattachitra tradition, one of India’s oldest and most intricate art forms, and is adorned with iconic visuals that reflect the soul of Odisha. From the grace of the Odissi dance and the might of the Hirakud to the cultural richness of Konark Wheel, .every element is a thoughtful nod to the land’s enduring spirit.
The launch is part of Asian Paints’ continued effort to regionalize its offerings and emotionally connect with consumers by anchoring product storytelling in regional culture. Odisha, with its deep-rooted traditions, modernity-in-motion, and growing appetite for luxury design-led experiences, offered the perfect canvas.
“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 Amit Syngle, MD & CEO, Asian Paints.
The Royale Glitz range, known for its perfect crème finish and anti-crack performance, now comes wrapped in the soul of Odisha, inviting homeowners to bring local heritage to life within contemporary interiors. The limited-edition pack will be available across key markets in Odisha, supported by a focused outreach campaign that blends emotional storytelling with premium décor sensibilities—further reinforcing Asian Paints’ role as a tastemaker and thought leader in the space.
To amplify the launch, Asian Paints also released a campaign film that celebrates the spirit of Odisha through a specially composed Odia song. Created by renowned music director Geet Vaniand sung by popular Odia artist Barnali Hota, the song beautifully captures the emotion, rhythm, and cultural pride that defines the state. The film adds a powerful auditory layer to the visual storytelling of the ‘Tribute to Odisha’ pack, deepening its cultural resonance.
