Kerala, August 14, 2023: The vibrant city of Alappuzha, Kerala saw the 69th edition of the prestigious Nehru Trophy Boat Race over the weekend. The event witnessed a memorable collaboration between Title Sponsor – Asian Paints WoodTech and Kerala’s traditional and beloved water sport event. Recognized as one of the most eagerly awaited events in the region, the Nehru Trophy Boat Race attracts boat clubs from all corners of Kerala, vying for the coveted trophy. This year, the event embraced a unique fusion of tradition, craftsmanship, and artistic expression through the Asian Paints WoodTech collaboration.
Asian Paints WoodTech brought a fresh spin to the popular boat race, with a captivating display of giant wooden furniture aboard three boats. Each snake boat, a symbol of Kerala’s rich heritage, paraded the shores of Punnamada Lake adorned with iconic wooden furniture pieces, crafted by skilled artisans from across the state before the boat race. This display on the river was a tribute to Kerala’s great craftsmanship and heritage, echoing the sentiments of the local community. Asian Paints WoodTech made the association with the activity seamless, highlighting the outstanding craftsmanship of the furniture pieces while also showcasing the role of WoodTech in preserving the beauty of wooden furniture. This integration is a testament to Asian Paints’ commitment to fostering cultural connections and supporting local artistry.
Asian Paints WoodTech range of products are known for its exceptional quality, superior durability, and excellent finish. Their range of specialized wood finishes ensures that the beauty of your precious wooden furniture is preserved forever. The entire venue was adorned with Asian Paints Woodtech branding, with its presence felt across the event through roadside banners, entry way, mobile exhibition bus, uniform branding, and installations in the river to name a few.
Amit Syngle, MD & CEO, Asian Paints Limited, commented on the association “As enthusiastic participants in this iconic affair, we take immense pride in championing local artisans and their craft. The collaboration between Asian Paints WoodTech and Nehru Trophy Boat Race has brought together extraordinary mix of culture and new ideas, culminating in a truly memorable experience. BY celebrating culture and community, our aim was to demonstrate the merits of our product, highlighting its ability to safeguard and nurture exquisitely crafted wooden furniture – a vision beautifully achieved at the event.”
The Nehru Trophy Boat Race, named in honor of the late Prime Minister Pandit Jawaharlal Nehru, has deep historical roots. Its inception dates to 1952, when Pandit Nehru’s visit to Alappuzha prompted an impromptu boat race that has since evolved into a grand tradition celebrated annually. The race draws lakhs of people, including international tourists, creating a festive atmosphere that unites communities and showcases the region’s cultural heritage.
Find the link to the TVC below: https://www.youtube.com/watch?v=BUN9S-lBvLg
