Scarecrow M&C Saatchi & HIL celebrate Tarakki Ke Pakke Rang

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 a 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’. 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. 

The campaign is brought to life through various mediums and is adapted in 7 regional languages. The film has been shot by Tathagatha Singha, cinematography helmed by Riju Samanta, and produced by Jamurah Films. The song for the campaign is composed by Aman Pant, with guitar played by Veljon Noronha and rhythms by Euphoria’s percussionist Rakesh Bharadwaj. The track has been sung by Ravindra Upadhyay (known for his songs in Happy New Year, Talaash, Rakta Charitra among others) and Romy (known for Veere Di Wedding, Uri, Zero, Kesari, Mission Mangal among others).

Speaking of the campaign, 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.”

Commenting on the 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.”

Credits:

Agency: Scarecrow M&C Saatchi

Creative Team: Manish Bhatt, Kapil Tammal, Vijay Assudani, Yuvraj Gorule, Kunal Parkar, Hrishikesh Bhayani, Sayali Wadke, Sandeep Kamble, Mayuri Patil. 

Account Management: Mangesh Mulajkar, Wayne Oliver

Studio: Subhash Gade, Mangesh Kasekar, Vikram Dalvi, Sandesh Rane

 Client Team: Vijay Lahoti, Hemlata Sagar

Film credits:

Production House: Jamurah Films

Producer: Rajesh Bhanushali

Director: Tathagata Singha

DOP: Riju Samanta

Associate producer: Tasneem Rajgara

Production designer: Ram Chavhan

Assistant directors: Karuna Bansode, Sidharth Sharma & Meet Bhatt

Costume stylists: Mallika Chauhan & Jia Bhagia

Production designer assistant: Mohit Raj Gaba

Costume stylists assistant: Shristi

Line producer:  Ravi Dasgaonkar

Production Controller: Nitin Khandebharad

Post production team:

Grading: Nube studio

Colorist: Hany Haleemo

Offline Editor: Abhinay Dutta

Online Editor: Sandeep Patel

Music credits:

Composer: Aman Pant 

Singer: Ravindra Upadhyay, Romy 

Rhythms: Rakesh Bharadwaj 

Guitars: Veljon Noronha 

Mix by: Bashab Bhattacharjee