Asian Paints, India’s leading home décor and furniture brand, approached Resurgam Digital to craft a product catalog for their latest offering: Puja Units for Indian homes. The brief was clear yet complex — blend heritage with modernity, create a luxury language rooted in Indian sensibility, and appeal equally to end consumers and interior designers.
The result was Timeless Traditions — a 360° narrative and design effort delivered as a premium catalog distributed across 60 retail outlets nationwide.
Ideation
Asian Paints was launching a niche product in a saturated yet deeply emotional category — domestic temples. Their internal furniture design and marketing teams sought a catalog that:
• Celebrated Indian cultural roots without appearing outdated
• Felt premium in both design and copy
• Balanced traditional, modern, and adaptable design lines
• Helped consumers make choices based on material palettes, finishes, and form
• Created engagement at a tactile level — not just visual
Our Solution
Resurgam Digital took ownership of both design execution and copy development, crafting a catalog that didn’t just sell furniture — it invited spiritual design into the home.
⸺ Strategic Structuring
Created 3 product categories: Traditional, Modern, and Adapt Designs
Each section introduced with custom motifs and thought-provoking quotes around sanctity, balance, and devotion.
⸺ Visual & Textural Design
Designed a sophisticated yet rooted visual style using layered textures, heritage color palettes, and carefully orchestrated whitespace
Developed gold-plated page separators embossed with leaf motifs, delivering a premium tactile experience
Created a visual system that could scale across future catalogs (modular page grids, type pairing system)
⸺ Copywriting & Tone
Balanced luxury language with cultural familiarity
Avoided generic clichés (“elegance,” “timeless”) by leaning into Indian philosophy, harmony, and personal rituals
Presented each unit not just by its dimensions, but by its role in daily spiritual life
