Berger Paint’s ‘Colours of Arabia’ Campaign Wins Gulf Sustainability and CSR Awards
Awards International has announced the winners of the 2017 Gulf Sustainability and CSR Awards during the ceremony held at Jumeirah Creekside Hotel, Dubai on February 15, 2017. The CSR initiative of Berger Paints, ‘Colours of Arabia’, has bagged the award under the ‘Cause-related Marketing campaign’ for the entire Gulf region. This category has recognised all marketing campaigns that highlight the importance of a particular social cause in the region.
Berger Paints competed fiercely with companies of national and international repute and won the award because of its outstanding initiative across the region. ‘Colours of Arabia’ is a unique campaign which was born out of the belief that even the visually challenged can experience colours if empowered. The 10 films developed for social media touches the emotional chord of the society. The story revolves around a journey of a grandfather with his grand-daughter, Noor, who is blind. Noor’s quest of seeing the world drives her Jiddo to travel with her and show her artefacts of pride, culture and heritage across Arabia and explain these beautiful creations through the medium of colour.
On receiving the award, Aseem Doshi, General Manager, Berger Paints Emirates Co. Ltd. LLC said, “This is a big achievement for us and it is a big honour to be selected in such a competitive category. The CoA is an outcome of collaboration of internal and external stakeholders. The uniqueness of the CoA initiative is that it has been able to show to the world that colour can be experienced by everyone. The campaign is an attempt to start dialogue and create awareness about inclusion with the expectation of collaboration with the private and social development agencies in the near future. We are also taking this forward to our future generation through a sensitization drive in schools.”