Chennai: In a powerful blend of local culture and colour inspiration, Asian Paints has launched Tractor Emulsion Varnamaalai, a first-of-its-kind shade guide curated exclusively for Tamil Nadu. Rooted in the sets and characters of the state’s most-watched Tamil television serials, the guide celebrates colour as a deeply personal and emotional choice for Indian households.
‘Varnamaalai’, meaning “Garland of Colours”, is a thoughtfully designed shade catalogue inspired by the homes of iconic characters like Kayal, Nandhini, and Anandhi from the hit shows Kayal, Moondru Mudichu, and Singapenne. These serials collectively reach over 41 million viewers per month—a staggering 51% audience reach—making them influential cultural fixtures in Tamil Nadu.
The guide brings these beloved on-screen worlds to life with curated colour palettes drawn directly from living rooms, dining spaces, bedrooms, and staircases as featured in the shows. It also stars lead actors Chaitra Reddy, Swathi Konde, and Maneesha Mahesh, who appear in character, showcasing the emotional connection between on-screen inspiration and real-world application.
Amit Syngle, MD & CEO, Asian Paints Ltd., stated, “At Asian Paints, we understand that colour is both a deeply emotional and cultural choice. With Tractor Emulsion Varna Maalai, we’ve transformed that understanding into a truly local and meaningful offering. This shade guide gives consumers in Tamil Nadu a relatable tool to imagine their homes through the familiar lens of characters and settings they see every day. It makes colour selection more intuitive, personal, and inspiring — and reflects our ongoing effort to democratise décor through innovations rooted in culture.”
Asian Paints’ Tractor Emulsion—a trusted, anti-fade, value-oriented interior paint—continues to be a market leader in Tamil Nadu. With over 2,000 shades and a strong 4-year warranty, the brand now enhances its offering with the Varnamaalai guide, which features 65 curated colour combinations, design insights, stencils, and room-by-room styling cues.
The actors themselves expressed their excitement at the launch, stating, “Varnamaalai is a beautiful and brilliant offering. Choosing the right colours for your home is often overwhelming, but seeing combinations brought to life through TV serials we watch every day makes the process simple and real. We can’t think of a better brand than Asian Paints to lead and guide this journey.”
Consumers in Tamil Nadu can access the Varnamaalai shade guide in multiple ways:
- Pick up a physical copy from Asian Paints dealer outlets
- SMS “TRACTOR” to 56161 to get a copy delivered at home
- Download a digital copy from the Asian Paints website or by searching ‘Asian Paints Varnamaalai’ online.
With this unique, culturally resonant initiative, Asian Paints once again reaffirms its leadership in shaping not just India’s walls, but also its evolving sense of identity, aspiration, and design sensibility—one colour at a time.
