Chennai: Haisha Paints, a brand from Pidilite Industries Ltd, has launched a vibrant new advertising campaign, ‘Mil Kar Karein Kamaal,’ in Tamil Nadu, which celebrates the magic of collaboration in painting and the rich cultural heritage of the region. The campaign, conceptualized by creative agency Sideways, is a heartwarming tribute to the power of unity and the bond between people, perfectly encapsulating Haisha Paints’ brand philosophy of “Bonds that Create Beauty.”
The campaign’s centerpiece is a beautifully crafted film directed by Akshay Sundher, featuring renowned Tamil actors Kalaiyarasan Harikrishnan, Santha Sheela S, and R. Sunder Rajan. The emotional narrative is accompanied by a nostalgic musical score composed by the legendary Ilaiyaraaja, adding an iconic touch that resonates deeply with the audience. Through the film, Haisha Paints highlights the importance of togetherness, collaboration, and the shared experiences that bring life to every wall, showcasing how the act of painting transforms spaces and creates lasting bonds.
As part of the campaign, Haisha Paints is also unveiling the Tamil Nadu Colour Book, a specially curated collection of paint colors inspired by the region’s rich cultural traditions and natural beauty. The color palette reflects the essence of Tamil Nadu, offering a range of hues that embody the warmth, vibrancy, and heritage of the state.
Speaking about the campaign, Abhijit Avasthi, Co-Founder of Sideways, said, “Creativity is a team sport – this is the foundation on which we’re building the Haisha brand. As part of the Pidilite family, home to Fevicol, a brand known for building bonds, Haisha’s ethos of ‘Bonds that Create Beauty’ is a natural extension of this legacy. This film authentically captures the Tamil ethos and the prevalent relationship dynamics, and we believe it will help endear the brand to the people of Tamil Nadu.”
Haisha Paints’ new campaign is set to reinforce the brand’s presence in Tamil Nadu and further its connection with consumers by celebrating the values of unity, creativity, and cultural heritage. With its powerful message and emotional appeal, the ‘Mil Kar Karein Kamaal’ campaign is expected to resonate strongly with the people of Tamil Nadu, as Haisha Paints continues to build its identity as a brand that values relationships and the beauty they create together.
Credits:
- Client: Pidilite Industries Ltd.
- Brand: Haisha Paints
- Agency: Sideways
- Creative Team: Nilay Moonje, Sameer Sojwal, Viraj Nandivadekar, Misht Srivastava, Parantap Bhatt, Shashank Mestry, Amandeep Singh, Hemant Harjani, Gauri Sathe, Yash Jadhav, Inaya Khan
- Account Management: Nandita Das, Neal Kalianiwala, Purusharth Desai, Jay Vaidya
- Strategy: Siddharth Mohanty, Madhav Joshi, Amatulla Mukadam
- Production House: Anonym Films
- Director: Akshay Sundher
- Music: Ilaiyaraaja
