Snowcem paints legacy across generations with Rangon Ki Virasat Father’s Day launch

MUMBAI: When it comes to colour and craft, Snowcem is brushing up its legacy with a family touch. Snowcem Paints, part of Saurashtra Cement, has launched a new long-term initiative titled Rangon Ki Virasat, marking a Father’s Day campaign designed to celebrate six decades of trust, craftsmanship and generational connection in India’s painting and construction ecosystem.

The campaign focuses on the intergenerational bond between painters, contractors, dealers and homeowners who have worked with the brand over the years. It highlights how skills, values and professional trust have often been passed down from one generation to the next, alongside continued loyalty to Snowcem.

The initiative was unveiled with a digital film released on Father’s Day, paying tribute to senior painters whose experience and craftsmanship have shaped younger professionals entering the industry. The film also aims to connect traditional users of the brand with a newer audience discovering paint choices through digital platforms.

Speaking on the initiative, Sonali Sanas, CEO designate of Snowcem Paints, said the brand has spent over 60 years earning the trust of painters, contractors and homeowners across India.

Sanas added, “For over six decades the brand has built livelihoods, reputations and dreams alongside its partners. She added that Rangon Ki Virasat is designed to celebrate those who have carried the story forward and to inspire the next generation by sharing their experiences and trust.”

She further noted that while older generations already associate strongly with Snowcem, younger consumers are only beginning to discover the brand, making this initiative a bridge between tradition and modern expectations.

Rangon Ki Virasat positions itself as both a tribute and a transition, linking Snowcem’s heritage as one of India’s early exterior cement paint brands with its expanded portfolio today, which includes interior and exterior emulsions, waterproofing solutions, textures, putties, primers and specialty coatings.

The campaign, conceptualised and written by Kandid Kanvass, will roll out across digital and social platforms as part of Snowcem’s Father’s Day programming.

Adding star support to the initiative, brand ambassador Juhi Chawla reinforces the campaign’s message of continuity, trust and progress, tying together the emotional and professional legacy the brand aims to highlight.

With Rangon Ki Virasat, Snowcem is not just revisiting its past but repainting it for a new generation, ensuring that its story continues to travel from one home, and one generation, to the next.