Berger Paints launches ‘Rang Bana Rahe’ campaign with a renewed brand identity

The campaign reinterprets the company’s long standing promise of preserving colour through a film that highlights resilience and will be rolled out across television, digital and social media platforms.

Berger Paints India Limited has introduced a refreshed brand identity with the launch of its new campaign, “Rang Bana Rahe”, marking a shift in how the company presents its long standing promise of preserving colour.
The campaign extends Berger Paints’ product proposition beyond paint protection to focus on resilience and individuality. Inspired by the company’s protective paint portfolio, including HomeShield, WeatherCoat Anti Dustt and Easy Clean, the campaign draws a parallel between preserving colour on walls and retaining one’s spirit through life’s challenges.

The campaign film introduces the character Khushrangi, whose colours remain unchanged despite rain, dust and heat. Through the narrative, the film highlights resilience and the ability to remain true to one’s identity in changing circumstances.
Commenting on the campaign, Abhijit Roy, Managing Director and CEO, Berger Paints India, said, “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. Just as Berger’s coatings defend colour through every season, ‘Rang Bana Rahe’ celebrates the resilience to face life’s challenges without losing the colours that define us.”

Abhijit Avasthi, Founder, Sideways Consulting, said, “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. Everything from the identity to the film flows from that single thought.”
The campaign has been produced in multiple Indian languages and will be released across television, digital platforms, social media and other consumer touchpoints nationwide.

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