‘Rang Bana Rahe’: Berger Paints Unveils A New Campaign Celebrating The Colour Within Us.

Bangalore, Karnataka, 20th of August, 2026 : Berger Paints India Limited, the country’s second-largest paint company unveiled a refreshed brand identity anchored in a powerful belief: that whatever life might test us with, it should never take away our colour. Brought to life through the thought, ‘Rang Bana Rahe’, the new campaign reinterprets Berger Paints’ long-standing promise of preservation of colour through a deeply human lens. In a category where brands have often looked alike and colour has been celebrated as an outward expression, Berger offers a different perspective with a distinctive brand identity and a visual treatment that stands apart.

For decades, Berger has protected colour with HomeShield, which defends against rain; WeatherCoat Anti Dustt, which keeps dust at bay; and Easy Clean, which resists everyday stains. That commitment has shaped the company’s products, its innovations, and its place in millions of homes. With ‘Rang Bana Rahe’, Berger takes that enduring promise of safeguarding colours beyond walls to people. ‘Rang Bana Rahe’ is a perspective on life as much as it is about paints. Just as Berger’s paint preserves colour throughout every season, the campaign celebrates the resilience to hold on to our colours within our individuality and spirit, even when life puts them to the test.

The campaign opens with a film featuring Khushrangi, whose colours never fade—literally or metaphorically. Unaffected by rain, dust or heat, just as his spirit remains unshaken through every twist and turn of life. As his day unfolds, the film reveals the power of human resilience. It reminds us that true strength lies not in avoiding life’s challenges, but in preserving what makes us who we are despite them. 

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.”

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 film has also been developed in multiple Indian languages to connect with audiences across regions. The campaign will be rolled out across television, digital platforms, social media, and various other consumer touchpoints nationwide.

About Berger Paints India Ltd.

Berger Paints is among India’s leading paint and coatings company and ranked among the top 15 coatings companies globally operating across India, Bangladesh, Nepal and Europe either directly or through its subsidiary companies. Berger is well recognized in India for its innovations in products and services which has helped reshape the industry over the course of the past few decades. These include the popularization of the tinting systems which redefined the Indian Paint market, launch of products like Easy Clean and WeatherCoat range, the introduction of the iTrain centers for training on paints, coatings and painting processes and Berger’s innovations extends even to scaling up the concept of semi-automated painting tools under the Express Painting range which saw a significant change in the way painting contractors operated in the Indian market.

About Sideways Consulting

Founded in 2015 by Abhijit Avasthi, former National Creative Director at Ogilvy, and Sonali Sehgal, former Senior Vice President at Ogilvy, Sideways is a brand adoption agency. The firm makes it easier for people to adopt products, services, and ideas at scale.

Sideways believes adoption stalls when marketing solutions are approached in silos, without understanding real world behaviour. To solve this, they integrate diverse disciplines – strategy, design, tech, and storytelling – to diagnose the real barriers to growth. This approach allows them to follow the problem wherever it leads, delivering solutions ranging from advertising and brand architecture to product design and tech interventions for clients looking to enter new markets or shift entrenched habits.

Sideways has worked with over 100 clients across categories, including Pidilite, Google, P&G, Sleepwell, Kia Motors, Nykaa, Meesho, Navi UPI, Borosil, Suhana Masala, Federal Bank, TVS, Disney, Citibank, Urban Company, Taj Hotels, Hamleys, Croma, Axis Bank, and Ahmedabad University, among others.