Some of the most enduring things in life are built one small piece at a time and held together by a bond strong enough to make them last. Bringing this thought to life, Asian Paints Wood Adhesives has launched Asian Paints Hydronaa and Asian Paints Ultraa, two new products designed to bring together durability, ease and performance to the woodworking community. To celebrate the launch, the brand brought in 250 distributors from across India to create a monumental384 sq. ft. wooden mosaic, creating a landmark moment for the brand. The achievement is now officially recognised in the Asia Book of Records as the ‘Largest Wooden Mosaic Artwork Created by an Organization’.
Built around the thought ‘A Better Bond Starts Here’, the activation turned a product benefit into a shared experience. Each distributor applied the newly launched Asian Paints Hydronaa adhesive to individual wooden panels, and affixed together, with the individual pieces coming together to create one striking installation. In doing so, all the distributors who are instrumental in taking Asian Paints Wood Adhesives to the market became an integral part of the brand’s launch story.
The 384 sq. ft. mosaic comprised individual wooden panels, each affixed by a participating distributor. The panels were then placed onto the larger installation using Asian Paints Hydronaa, making the product an intrinsic part of the record.
As panel after panel came together, the artwork took shape, transforming hundreds of individual contributions into one cohesive piece. The final mosaic installation also served as the backdrop for the reveal of Asian Paints Hydronaa and Asian Paints Ultraa, creating a visual connection between the record attempt and the brand’s next chapter.
The activation brought together three elements – the scale of the installation, the participation of 250 distributors and the collaborative nature of its creation. More importantly, it gave the distributor community an active role in marking the launch and the record attempt, bringing alive the important role they play in the brand ecosystem.
The initiative reflects Asian Paints’ broader approach to the homes and spaces it serves, bringing together products, people and expertise to create solutions that make a meaningful difference to everyday life. As a brand with a long-standing understanding of the home, its expansion into Wood Adhesives builds on this expertise while addressing an important need within the woodworking ecosystem: creating furniture that is built to last.
The installation also brings the product proposition to life in a tangible way. Asian Paints Hydronaa, the new premium waterproof wood adhesive, is powered by advanced waterproof polymer technology and is designed for durable bonding in demanding woodworking applications. Its superior spreadability, easy application, high bond strength and 10% higher coverage make it suited to for applications where resistance to water and humidity is important. At its core, Hydronaa is built around a simple benefit, helping furniture last longer by protecting it from the impact of water.
Alongside Hydronaa, Asian Paints has also launched Ultraa, its new and improved everyday woodworking adhesive. The upgraded product offers better coverage, superior spreadability, easier application, improved bubble repairability and high bond strength, while retaining the trust built with existing Ultraa users.
Together, the two launches represent Asian Paints’ focus on developing purpose-led adhesive solutions for the woodworking community, addressing some of the everyday requirements of the woodworking process.
