Charminar, the premium roofing solution brand from the house of HIL Ltd. (a flagship company of CK Birla Group), India’s leading and Asia’s most trusted building materials company launched an integrated marketing campaign to announce its new range of Coloured Roofing Sheets with an aim to maintain their leadership position in market and grow the brand love for their Consumer Superbrand – Charminar. Conceptualised by Scarecrow M&C Saatchi, ‘Tarakki Ke Pakke Rang’ is an extension of the brand’s existing positioning ‘Tarakki ki chaanv mein, zindagi khushaal gujarti hai’.
Commenting on the TVC campaign, Dhirup Roy Choudhary, MD & CEO, HIL Ltd., said “Over the last 75 years, Charminar has been the first-choice of durable roofing for rural and semi-rural markets. Colours are an integral part of Indian lifestyle and resonate well with aspirations of rural masses. Our new campaign – Tarakki Ke Pakke Rang, celebrates the village life with an apt depiction of myriad colours of success and prosperity. Charminar Coloured Roofs will be an ideal choice for all residential and industrial needs in all weather conditions. We are confident that the new campaign will reinforce the trust that BIRLA & CHARMINAR as brands entail with top quality products and bring in a new wave of happiness amongst customers, masons and channel partners alike. Manish Bhatt, Founder-Director, Scarecrow M&C Saatchi said, “Charminar coloured roofing sheets are not just about providing shade and shelter to a house. There’s more to it. It’s about celebrating the different colours of life; the colours of happiness, love and success. Through ‘Tarakki Ke Pakke Rang’ we wanted to celebrate the long and tiring journey of making it big in life.