Apsara, the iconic stationery brand from Hindustan Pencils, has announced an unexpected and heartwarming new face for the brand: Dali, India’s only painting dog. This one-of-a-kind collaboration introduces Dali as Apsara’s first-ever Brand Ambassa-dog, marking a bold and imaginative step in its creative journey.
Known for decades as a brand that fuels imagination, Apsara has inspired generations of children to pick up their first pencil, crayon, or sketch pen. With Dali, a formerly abandoned puppy who discovered the joy of colour through play, Apsara has found a symbol of boundless creativity, joy, and inclusivity.
The collaboration kicks off with the launch of Konnect Brush Pens, Apsara’s newest product line. But the partnership goes beyond a campaign-it aims to spark a broader cultural movement encouraging creative expression without limits. From exclusive Dali-made artwork to hands-on exhibitions where children and families can paint alongside her, the initiative blends whimsy with purpose.
The launch campaign features Dali “unboxing” her own set of Konnect Brush Pens and creating her signature strokes. Captured through cheerful, authentic reels, the content highlights the freedom and fun of artistic play. A full 360° campaign is in the works, including digital PR, influencer tie-ups, charity art exhibitions, and experiential workshops-all with Dali at the heart of it.
Aishwarya, Head of Marketing, Hindustan Pencils, shared,
“Apsara has always celebrated imagination, and Dali is the perfect embodiment of that. Her story reminds us that creativity isn’t limited by age, background-or even species.”
Dali’s adoptive parents added,
“What started as playful exploration became Dali’s way of expressing herself. From being left behind to becoming a symbol of creative joy, her journey has been truly inspiring. We hope it encourages families to embrace creativity in all forms.”
In her own playful way, Dali chimed in with: “Woof woof!”
Eshwari Pandit, Sr. Creative Director at Interactive Avenues, reflected on the campaign’s uniqueness:
“Brand ambassadors are everywhere-but a brand Ambassa-dog? That’s a first. Dali shows us that inspiration can come from the most unexpected places. Her spirit makes creativity feel accessible and fun for everyone.”
