HIL, a flagship company of the CK Birla Group, celebrated the colourful journey of progress through its campaign for Charminar coloured roofing sheets. The roofing solutions brand launched the campaign titled ‘Tarakki Ke Pakke Rang’. It was to introduce its new range of coloured sheets and strengthen Charminar’s leadership in the roofing category.
The campaign was conceptualised by Scarecrow M&C Saatchi. The new campaign was built on the brand’s earlier positioning, ‘Tarakki Ki Chaanv’. The previous positioning had portrayed roofs as the shelter that supports people on their journey towards progress and success. With ‘Tarakki Ke Pakke Rang’, the brand extended the idea by celebrating the colours that success brings into consumers’ lives.
The campaign drew inspiration from a simple insight: success is not achieved overnight. It is the result of patience, perseverance and years of hard work. Just like mehendi deepens in colour over time, the journey towards success becomes more meaningful and colourful as we move ahead in life.
The campaign film presented a musical story about four friends living in a rural setting. It focused on a farmer, a poultry farmer, a mechanic and a milkman. Each of them had worked hard for years to build a better life for their families.
The story followed their personal journeys and the milestones they achieved along the way. The narrative reached its emotional high point when the friends came together to celebrate an important moment in their lives. The weddings of their children. These celebrations reflected pride, fulfilment and the joy of seeing their hard work finally pay off.
Through these moments, the film captured the spirit of rural India and highlighted how progress brings happiness, dignity and colourful memories.
The campaign was rolled out across multiple media platforms. It was adapted into seven regional languages to reach audiences across India. The film was directed by Tathagatha Singha, with cinematography by Riju Samanta, and produced by Jamurah Films.
With this campaign, Charminar coloured roofing sheets were positioned as more than just roofs. They symbolised protection, pride and the many colours of happiness, love and success that come with progress.