Paint manufacturer Shalimar Paints has launched a campaign, ‘Har Rang Khoobsurat’ (HRK), underlining its vision to celebrate oneness and harmony across India.
Scheduled to run in a few selected cities, HRK is a one-of-a-kind brand initiative to articulate its message of inclusivity and equity to audiences across India through a 360-degree marketing campaign comprising radio, outdoor, and digital.
Steering away from conventional marketing, Shalimar Paints is taking a bolder approach to change divisive, opinionated and judgemental mindsets. Through this campaign, the paint maker attempts to question deep-seated prejudices that usually ignite from archaic beliefs, and have been a part of India for ages. Shalimar Paints aims to raise awareness about these topical issues and fuel a positive change among masses while promoting a colourful outlook towards life.
As part of the campaign, Shalimar Paints will organise a photography contest to share the joy of diverse colors. All the participants will be required to explore deep into the shades of life and bring out the best of them through their camera lens. The one who clicks the best picture expressing the various emotions of life will receive exciting prizes. The campaign will also include other interesting on-ground activities around topical issues like individual diversity, empowering the Trans community, promoting equality across the nation, among others.
Minal Srivastava, Vice-President, Strategy, Growth & Marketing, Shalimar Paints Limited, said, “For ages, most people in our country have either straightaway ignored listening to topical issues or considered them a taboo. With HRK, we are trying to address this challenge and bring about a change, however small the impact might be. We are striving to break through the wilful silence and encourage people to respect, and love every colour in terms of religion, caste, sex, and profession by treating them equally. We are excited to launch such an innovative campaign and hope to add meaning to the lives around us.”
India is a nation of 1.25 crore people that come from different classes, races, families, and backgrounds. Through its latest campaign, Shalimar paints aims to promote a common platform that not only represents this vast diversity but also allows people to celebrate it through a vibrant range of colours.