Berger Paints Unveils Refreshed Brand Identity with ‘Rang Bana Rahe’ Campaign
Berger Paints India refreshes its brand identity with the 'Rang Bana Rahe' campaign, shifting its colour preservation promise to human resilience and individuality.
SociapaHQ
Berger Paints India Limited, India’s second largest paints company, has launched its new brand identity, built around the thought ‘Rang Bana Rahe’. The campaign takes Berger Paints’ long standing promise of ‘preserving colour’ and gives it a human perspective. It offers a unique brand persona and visual treatment to a category where brands tend to look alike.
The company has a product range that has been dedicated to protecting colour for decades. These include HomeShield (defends against rain), WeatherCoat Anti Dustt (keeps dust away), and Easy Clean (resists everyday stains). Berger continues that promise of preservation beyond walls with “Rang Bana Rahe” celebrating individual resilience and holding on to one’s spirit when life puts it to the test.
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The Campaign Film:
The campaign kicks off with a film of the character, Khushrangi, whose spirit and real colours are not affected by rain, dust, heat or twists and turns of life. “It’s about strength, and strength is just about being who we are, whatever is thrown at us.”
Check out the campaign here:
For years, Berger has been known for protecting colour through our products like Easy Clean and Anti Dustt. As we looked to the future of the brand, we asked ourselves what protecting colour truly means. We realized it isn't just about walls—it is about people and the strength to hold on to who they are through life's ups and downs. That's the spirit behind 'Rang Bana Rahe', a distinctive identity that brings our promise of preservation of colour to life in a more human and meaningful way."
— Abhijit Roy, MD and CEO, Berger Paints India
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“The brief wasn’t to create another campaign about paints. It was to uncover an idea only Berger could own. Its leadership in protective coatings gave us an opportunity to make that promise deeply human. At its heart, 'Rang Bana Rahe' is a celebration of resilience and defiant joy; the quiet determination to hold on to your colours no matter what life brings.”
— Abhijit Avasthi, Founder, Sideways Consulting
Developed by Sideways Consulting, the campaign film has been created in multiple Indian languages for regional audiences. The nationwide rollout will cover television, digital platforms, social media, and various consumer touchpoints.
