Terra. Color of the Year
BRIEF
To launch and position Terra, a warm, earthy paint colour, as the Asian Paints Colour of the Year 2024, reflecting the emotional need for comfort, stability, and connection in today’s fast-changing world.
Terra was introduced as a response to the growing need for emotional grounding and comfort in today’s fast-changing world. Its warm, earthy tone encourages people to reconnect with nature, nostalgia, and a sense of home.
- Emotional Grounding: Reflects a global shift towards creating calming, restorative spaces.
- Nature-Inspired Design: Part of a wider trend focusing on earth tones, organic textures, and biophilic design.
- Nostalgia & Wellness: Consumers are drawn to colors that feel familiar, safe, and emotionally uplifting.
Terra is ideal for creating warm, comforting spaces, both at home and in commercial settings. It works well in living rooms, bedrooms, cafes, and wellness spaces where people seek emotional grounding and a sense of belonging.
Paired with natural materials like wood, stone, and linen, Terra adds depth, warmth, and a feeling of homecoming to any interior.
Terra positioned Asian Paints as a thought leader in colour and lifestyle trends. The campaign sparked high engagement across digital and retail channels, with consumers embracing Terra as more than a shade. It became a symbol of emotional reconnection and warmth for 2024.
