Ad Campaigns
Berger Paints joins HIDCO to paint the city of joy in vibrant hues for the G20 Summit
Mumbai: Berger Paints India Ltd. joined hands with HIDCO to paint Kolkata in bright hues and prepped the city of joy for the G20 Summit. Headquartered in Kolkata, Berger Paints holds an age-old connect with the city and stands witness to its evergreen charisma. As a result of which, when the brand was approached by HIDCO to help them execute their idea of decorating certain parts of New Town, Rajarhat, with wall murals for the G20 Summit, the brand promptly agreed to be an active participant and contribute to the initiative at its best capacity.
Berger Paints as a brand has always encouraged innovative minds to paint their imaginations, and this activity gave them a shining opportunity to contribute to the purpose. While Kolkata was all set to welcome global delegates at this prestigious event, it became equally important to deck up the city in a way that reflects the charm which the city of joy has always been known for. Three well-known young artists were selected to paint the walls of some of the government properties in New Town, Rajarhat. With this activity, Berger Paints stepped into its hundredth year of operations, sprucing the city, from where they had started their journey back in 1923.
The graffities not only presented an unadulterated form of art to the viewers but also enriched them with various social messages. From the Royal Bengal Tiger to the charm of age-old trams, the murals encapsulated everything that spoke vividly about Kolkata in particular and West Bengal at large.
Berger Paints Ltd. managing director and CEO Abhijit Roy said, “We are happy to be able to collaborate with HIDCO for the prestigious occasion of G20 Summit 2023 which was held in our own city. Now that we are stepping into our hundredth year of operations, it fills us with immense joy that we could contribute to such a purpose where the sole intent is to beautify the city of joy. We believe it is our responsibility to constantly support the ongoing initiatives and introduce concepts which can leverage the whole process of making the city look beautiful as always.”
WBHIDCO Ltd. managing director Debashis Sen said, “Because of the G20, the whole of Kolkata is dressing itself up. That is why, as a part of the whole sprucing-up programme we have taken up HIDCO, a scheme of painting murals through well-known young artists. We are very happy to note that our appeal to Berger Paints to be a part of this dressing up scheme for India, for Bengal, for Calcutta, if they could join hands by giving some paints to the artists as they require. They have been very generous in this, and they have given it to us, and we have made use of it through our artists in making very brilliant wall murals, depicting various facets of Bengal. We are thankful to the artists and my team, to Berger Paints, and especially its MD, Abhijit Roy, who was very kind enough to react very quickly that yes, together we want to make India, international standard.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
