Berger Paints India has unveiled a refreshed brand identity with a new campaign, ‘Rang Bana Rahe’, built around the idea of preserving colour through life’s changing circumstances.
The campaign draws on Berger’s existing colour-protection proposition – anchored in products like HomeShield, WeatherCoat Anti Dustt and Easy Clean – and extends it beyond walls into a broader message about human resilience.
The film centres on a character named Khushrangi, who stays unaffected by rain, dust and heat as he moves through everyday situations, using him to link the brand’s product promise of colour retention with people holding on to their individuality through challenges.
Developed with Sideways Consulting, the campaign runs across television, digital, social media and other touchpoints, with the film produced in multiple Indian languages.
Abhijit Roy, MD and CEO of Berger Paints India, said the brand asked itself what “protecting colour” truly means beyond walls, realising it was really about people’s strength to stay true to themselves through life’s ups and downs – the human idea behind ‘Rang Bana Rahe’.
Abhijit Avasthi, founder of Sideways Consulting, said the brief was to find an idea only Berger could own, calling the campaign a celebration of resilience and the quiet determination to hold on to your colours no matter what life brings.
