Mumbai: Apsara, the legacy stationery brand under Hindustan Pencils, has unveiled a truly unique and heartwarming partnership by announcing India’s only painting canine, Dali, as its first-ever Ambassa-dog. This one-of-a-kind collaboration marks a new chapter for the brand, reinforcing its belief that creativity knows no boundaries.
For decades, Apsara has nurtured imagination and inspired millions of children to explore their creative potential. With Dali—a once-abandoned pup who discovered the joy of colours through play—the brand has found a spirited symbol of joy, self-expression, and boundless imagination. Together, they aim to inspire children to embrace creativity without rules or limits.
What begins as an association for Apsara’s newest launch, the Konnect Brush Pens, is set to evolve into a larger movement. From Dali creating her own paintings with Apsara products to interactive exhibitions where children and parents can meet her, paint alongside her, and celebrate the magic of creativity—this collaboration is designed to build joyful, inclusive experiences.
The first campaign under this partnership showcases Dali unboxing her own set of Konnect Brush Pens and creating her masterpiece. Her journey is captured through authentic and heartwarming reels that highlight the joy of self-expression. Amplified through a 360° strategy, the campaign will include digital PR, influencer collaborations, charity art exhibitions, and interactive workshops, blending creativity with community impact.
Sharing her thoughts, Aishwarya, Head of Marketing, Hindustan Pencils, said, “Apsara has always stood for imagination, and our products have been part of millions of children’s first drawings and doodles. Partnering with Dali feels like the perfect match—she embodies our belief that creativity is for everyone.”
Dali’s parents added, “What began as play soon became Dali’s form of self-expression. Watching her journey from abandoned pup to Ambassa-dog fills us with pride. We hope her story inspires families to see creativity as joyful and inclusive.”
In her own special way, Dali shared, “Woof woof!”
Commenting on the uniqueness of the collaboration, Eshwari Pandit, Sr. Creative Director, Interactive Avenues, said, “Brand ambassadors are common, but an Ambassa-dog is something new. Dali shows that inspiration can come from anywhere, and her playful spirit makes art inviting for everyone.”
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