Asian Paints turns Kashmir shikaras into travelling museums

Asian Paints has launched a travelling museum project on Dal Lake shikaras in Srinagar. The initiative, part of the company's hyper-local branding strategy, uses the iconic wooden boats as moving canvases featuring local art and cultural themes.

Managing director Amit Syngle told ET BrandEquity that the company wants to make art accessible and create emotional connections through community engagement. The project follows similar efforts in Kolkata using trams and taxis, and a bus campaign in Tamil Nadu.

Syngle said the approach blends experiential and emotional marketing with empathy, moving beyond fixed murals. He stressed the growing importance of hyper-localisation and regionalisation in brand strategy, driven by trends seen in the IPL.