Haisha Paints and Sideways unveil ‘Mil kar karein kamaal’ campaign
The campaign celebrates the spirit of Tamil Nadu
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Published: Nov 18, 2024 4:32 PM | 1 min read
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Haisha Paints, a brand from Pidilite Industries Ltd., launched the ‘Mil kar karein kamaal’ campaign in Tamil Nadu. The campaign, conceptualized by Sideways, celebrates the magic that gets created together during painting.
Haisha Paints offers a wide range of paint products. The newly launched Tamil Nadu Colour book is inspired by Tamil Nadu traditions.
The campaign features a nostalgic musical score by Ilaiyaraaja and is directed by Akshay Sundher.
It stars Tamil actors Kalaiyarasan Harikrishnan, Santha Sheela S, and R. Sunder Rajan.
Talking about the campaign, Abhijit Avasthi, Co-Founder, Sideways, shared, "Creativity is a team sport - this is the foundation on which we’re building the Haisha brand. As part of the Pidilite family– home to Fevicol, a brand known for building bonds, Haisha’s ethos of ‘Bonds that Create Beauty’, is a natural extension of this legacy.
This film captures the Tamil ethos and prevalent relationship dynamics authentically. We believe this will help endear the brand to the people"
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