Berger Paints India has introduced a refreshed brand identity with the launch of its new campaign, ‘Rang Bana Rahe’, reinforcing the idea that while life may bring challenges, it should never diminish the colours that define an individual. The initiative marks a new phase in the paint maker’s brand journey by extending its long-standing promise of colour protection into a broader message of resilience and self-expression.
For years, Berger has positioned products such as HomeShield, WeatherCoat Anti Dustt and Easy Clean around safeguarding colours from rain, dust and stains. The new campaign builds on this legacy by drawing a parallel between protecting painted surfaces and preserving one’s spirit, identity and optimism through life’s ups and downs.
At the heart of the campaign is a brand film featuring Khushrangi, a character whose vibrant colours remain intact despite facing harsh weather and everyday challenges. The film symbolises the belief that true strength lies in staying true to oneself, no matter the circumstances.
Commenting on the launch, Abhijit Roy, MD & CEO, Berger Paints India, said the company wanted to redefine what “protecting colour” truly means. While Berger has always been known for preserving colours on walls, the new platform celebrates the resilience of people who continue to embrace their individuality despite life’s challenges.
Speaking about the creative thought behind the campaign, Abhijit Avasthi, Founder, Sideways Consulting, said the objective was to build an idea that only Berger could own by humanising its expertise in protective coatings.
The campaign is being rolled out across television, digital platforms, social media and other consumer touchpoints in multiple Indian languages to reach audiences nationwide.
