HIL Ltd. celebrates Tarakki Ke Pakke Rang for Charminar Coloured Roofing Sheets

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’. The earlier campaign positioned roofs as the shelter one takes on the road to success. With the addition of colours, there’s more to these roofing sheets than just aesthetics. It’s about celebration. It’s about announcing your arrival.

‘Tarakki Ke Pakke Rang’ comes from the insight that success is a long journey. And the more time, patience and hard work it takes, the more colourful it is. Just like the colours of mehendi. Drawing parallel from this, the film is a musical journey that features four friends; a farmer, a poultry farmer, a mechanic, and a milkman and tells their success story as they celebrate the most important occasion of their life – the wedding of their kids. It captures their celebration and the pride of making it big through beautiful moments that are amplified by a groovy track.

Backed by a great background score, lyrics and vocals, the TVC aims to capture the incredible and colourful spirit of India. The commercial ends on a captivating note –“Tarakki Ke Pakke Rang jo aapki shaan ko saalon tak fika na padne de” which beautifully sets the mood for the commercial and helps the plot unravel highlighting the quality, durability, and reliability of Charminar Roofs. The campaign is brought to life through various mediums and is adapted in 7 regional languages.

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.”

With a rich legacy of more than 75 years, HIL’s Charminar has been at the forefront of innovation, listening and anticipating consumer requirements and providing best-in-class Roofing Solutions. The new Coloured Roofing Sheet is another robust product manufactured using special paint technology and perfectly suits the aspirations of a rural consumer. The product is suitable for various structures including housing, factories, warehouses, bus stops, shops, parking, cattle sheds and poultry farms.

Creative team behind the TVC:

Client: HIL (CK Birla Group)

Client Team: Vijay Lahoti, Hemlata Sagar

Creative Agency: Scarecrow M&C Saatchi

Director: Tathagata Singha

Production House: Jamurah Films

Creative Team: Manish Bhatt, Vijay Assudani, Yuvraj Gorule

Account Management: Mangesh Mulajkar, Wayne Oliver