Berger Paints India Limited has unveiled a refreshed brand identity and a new campaign, ‘Rang BanaRahe’, built around the idea of preserving colour and celebrating human resilience. The campaign reinterprets the company’s long-standing focus on protecting colours through products such as Home Shield, Weather Coat Anti Dustt and Easy Clean. The new brand thought extends the idea beyond walls, highlighting the ability of individuals to retain their identity and spirit despite life’s challenges.
The campaign film features a character named Khushrangi, whose colours remain unaffected by rain, dust and heat, serving as a metaphor for resilience and the determination to remain unchanged by difficult circumstances. Berger Paints India MD and CEO Abhijit Roy said the campaign reflects the company’s effort to take its promise of colour preservation to a more human level, celebrating the strength to face challenges without losing the qualities that define an individual. Abhijit Avasthi, Founder of Sideways Consulting, said the campaign draws on Berger’s leadership in protective coatings to create a message centred on resilience and “defiant joy”.
The campaign film has been developed in multiple Indian languages and will be rolled out nationwide across television, digital platforms, social media and other consumer touch points. In Kolkata, the campaign is significant as Kolkata remains a key market for Berger Paints, which has deep historical roots in the city. The refreshed identity and multilingual outreach are expected to strengthen consumer engagement across eastern India, particularly as paint brands continue to compete through differentiated brand positioning alongside product innovation.