Mumbai: Berger Paints India Limited, the country’s second-largest paint company, has unveiled a refreshed brand identity with the launch of its new campaign, ‘Rang Bana Rahe’, centred on the belief that life’s challenges should never take away the colour that defines people.
The campaign builds on Berger’s long-standing legacy of developing high-performance paints that preserve colour despite harsh weather and environmental conditions. Through ‘Rang Bana Rahe’, the company extends this promise beyond walls to celebrate human resilience, individuality and spirit.
For decades, Berger has positioned products such as HomeShield, WeatherCoat Anti Dustt, and Easy Clean around protecting colour from rain, dust and stains. The new brand platform reinterprets that proposition by drawing a parallel between preserving colour on surfaces and preserving one’s inner strength and identity through life’s ups and downs.
The campaign is led by a brand film featuring Khushrangi, a character whose colours remain vibrant—both literally and metaphorically. As he moves through life’s challenges unaffected by rain, dust and heat, the film highlights the idea that true resilience lies in holding on to one’s individuality despite adversity.
Commenting on the campaign, Abhijit Roy, MD 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.”
Sharing the creative vision behind the campaign, 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 developed in multiple Indian languages to connect with audiences across the country and will be rolled out across television, digital platforms, social media and other consumer touchpoints nationwide. It is also live on YouTube, LinkedIn and Instagram.
