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JSW Paints, a part of the OP Jindal Group, rolled out the ‘Har rang mein hai desh ka rang’ campaign on the occasion of Republic Day.

The campaign, which consists of a over a minute-long video film, is an attempt to take the viewers on a journey beyond various geographies of India and portray how colours are defined at every event and occasion.

Republic Day is one such event that celebrates the various colours and diversity of India which is why the brand chose to launch the campaign on January 26.

Along with the Republic Day video, the brand also released another video – ‘Colours of victory’ that celebrates the spirit of Indian athletes who made the nation proud in the past year. The second video is a part of the brand's ‘Sundar Bharat Initiative’.

Conceived and executed by ABP Uncut, the campaign aims to bring out the brand essence, which is to encourage the masses to connect with the colours of India.

ABP Uncut’s statement read, “The idea was to take forward the thought of celebrating colours of India by JSW Paints. We wanted to create something that nurtures the sentiments behind the product and the values that the organisation believes in.”

“They wanted a creative that doesn’t just talk about the product but can dive deeper into the emotion of celebrating the colours of India. It allowed us to bring a big canvas where we could pour the poetic colours as an ode to the sentiments of common people. We wanted to put together the essence of colours of unity in diversity, true patriotism and celebrate the colours and the diversity of the country, the richness that we are proud of as a nation,” the statement further read.