Colour Journey
–Asian Paints
Creative Director, Writer & Designer for Tribal Worldwide, India
7 Films
6 Photo Stories
5M Views
Asian Paints is Asia's third-largest paint corporation and holds the largest share, accounting for 54.1% of the Indian paint industry, a market with 1.3 billion people.
For their Colour Journey’s Season 4, as a Creative Director, I led a team conceptualizing a unique, first-of-its-kind journey across India to discover shades from the brand's new collection of palettes in India's ancient arts and crafts traditions.
Each story was accompanied by a palette of colors from the tale, which were then translated into experiences that customers could purchase at Asian Paints' flagship stores.
Knots Of Identity – Indian Turbans in Gujarat
We trace a man's personal odyssey through time, decoding turbans with his expressive hands and piercing gaze. His quest isn't just about uncovering kings but discovering his own identity.
Seated All The Same – Durry Rugs in Rajasthan
Meet the family who, with their single loom at home, have brought people within their community and around the world to sit down together as equals.
The Maker And His Master – Chhau Masks in West Bengal
Two artists raise the Gods from the earth, find expression through masks, and converse through dance.
A Crown For The Queens – Perak in Ladakh
It is the apricot season in Takmachik, a small town in Ladakh. However, two old friends, Tsewang Dolma and Tsering Palmo, are hard at work, crafting the exquisite turquoise-studded headgear that has adorned Ladakhi women for centuries.
Each story was accompanied by “Shades from the tale” colour palette that the audience could use to purchase from the store. Working with Asianpaints’ team, we also created lookbooks for these palettes.
