The campaign, branded ‘Rang Bana Rahe,’ promotes the rebranding and broadens its goal of conserving color from items to human resilience and retaining individuality.
Berger Paints India has revamped its brand identity with the new campaign theme, ‘Rang Bana Rahe’, refocusing its long-standing focus on color preservation around the concept of resilience.
The new logo expands on the brand’s existing product goal of protecting color with products including HomeShield, WeatherCoat Anti Dustt, and Easy Clean. The new positioning broadens that promise beyond walls to include people’s capacity to keep their individuality and character in the face of life’s adversities.
The promotion is centered on a film starring Khushrangi, whose colors stay undisturbed by rain, dust, and heat as he meets various trials throughout the day. The film emphasizes the importance of maintaining one’s individuality in the face of adversity via the character’s experiences.
Abhijit Roy, MD and CEO of Berger Paints India, commented on the news, said, “For years, Berger has been known for protecting colour through our products like Easy Clean and Anti Dustt.” As we considered the brand’s future, we wondered what it meant to really conserve colour. We realized it wasn’t just about walls; it was about individuals and their ability to hang on to who they are despite life’s ups and downs. That is the essence underlying ‘Rang Bana Rahe’, a unique identity that brings our promise of color preservation to life in a more personal and meaningful way. Just like Berger’s coatings protect color throughout the year, ‘Rang Bana Rahe’ praises the strength to overcome life’s hardships without losing the colors that distinguish us.”
Abhijit Avasthi, Founder of Sideways Consulting, added, “The brief was not to produce another campaign about paints. It was to discover a notion that only Berger could possess. Its innovation in protective coatings allowed us to make that pledge more personal. Rang Bana Rahe’ is, at its core, a celebration of tenacity and rebellious delight; the calm determination to keep your colors no matter what life throws at you. Everything from the persona to the film is derived from that single notion.”
The marketing film was created in numerous Indian languages and will be distributed throughout the country via television, internet platforms, social media, and other consumer touchpoints.
