HIL celebrates ‘Tarakki Ke Pakke Rang’ for Charminar coloured roofing sheets, Marketing & Advertising News, ET BrandEquity

HIL celebrates 'Tarakki Ke Pakke Rang' for Charminar colored roofing sheets.
HIL celebrates ‘Tarakki Ke Pakke Rang’ for Charminar colored roofing sheets.

Charminar, the roofing solutions brand of the house of HIL (a flagship company of the CK Birla Group) has launched a campaign to announce its new range of colored roofing sheets with the aim of maintaining their leadership position in the market and the brand love for their consumer brand – Charminar. Conceptualized by Scarecrow M&C Saatchi, ‘Tarakki ke pakke rang’ is an extension of the brand’s existing positioning, ‘Tarakki ki chaanv’, positioning roofs as shelters on the road to success.

‘Tarakki ke pakke rang’ stems from the insight that success is a long journey. And the more time, patience and hard work it takes, the more colorful it is. Just like the colors of mehendi. Parallel to this, the film is a musical journey with four friends; a farmer, a poultry farmer, a mechanic and a milkman tell their success story as they celebrate the most important occasion of their lives: their children’s wedding. It captures their celebration and the pride to make it big through beautiful moments enhanced by a groovy song.

The campaign comes to life through various media and has been adapted into 7 regional languages. The film was shot by Tathagatha Singha, cinematography directed by Riju Samanta and produced by Jamurah Films.

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Manish Bhatt, Founding Director, Scarecrow M&C Saatchi said: “Charminar colored roofing sheets aren’t just meant to provide shade and shelter to a home. There’s more to it. It’s about celebrating the different colors of life; the colors of happiness, love and success. With ‘Tarakki Ke Pakke Rang’ we wanted to celebrate the long and tiring journey to become great in life.”

Dhirup Roy Choudhary, managing director and chief executive officer, HIL, said: “Over the past 75 years, Charminar has been the number one choice for sustainable roofing for rural and semi-rural markets. Colors are an integral part of the Indian lifestyle and go well with the aspirations of the rural masses. Our new campaign – Tarakki Ke Pakke Rang, celebrates village life with a striking display of myriad colors of success and prosperity.”

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