Berger Paints is diverging from the traditional Diwali advertising approach through its recent campaign, ‘Chiku ki Painting,’ which seeks to bring attention to the distinctive perspective of colour-blind individuals. In contrast to the usual festive campaigns that emphasise vibrant colours, Berger’s initiative redirects the spotlight to the lack of colour, illuminating the experiences of those living with colour blindness. As a paint brand deeply associated with the notion of colour, Berger’s campaign initiates a significant discourse about the act of ‘seeing,’ prompting audiences to contemplate the viewpoint of those encountering a distinct spectrum due to colour-blindness.
Designed by the innovative team at Green Chutney Films, a video-focused agency known for impactful storytelling, the campaign unveils a captivating narrative. It not only tackles a frequently overlooked issue but also seamlessly weaves the Berger brand into the storyline. Manan Bhatt, Creative Director at Green Chutney Films, commended the team’s efforts, highlighting the campaign’s originality in a competitive market and emphasising Berger’s significant contribution to the storytelling process.
Expressing enthusiasm for the forthcoming campaign, Berger Paints’ Head of Digital, Debayan Banerjee, emphasised the innovative perspective it introduces and the smooth integration of the Berger brand into the narrative. Through ‘Chiku ki Painting,’ Berger encourages Indian audiences to embrace unseen hues, championing diversity and nurturing inclusivity this Diwali.
