Pidilite Industries Ltd.’s Haisha Paints has introduced a vibrant advertising campaign, ‘Mil Kar Karein Kamaal,’ to celebrate Tamil Nadu’s cultural richness and the unifying spirit of painting together.
Conceptualized by the creative agency Sideways, this campaign highlights the beauty of collaboration, bringing to life Haisha Paints’ philosophy of “Bonds that Create Beauty.”
At the heart of the campaign is a captivating film directed by Akshay Sundher, featuring celebrated Tamil actors Kalaiyarasan Harikrishnan, Santha Sheela S, and R. Sunder Rajan. The emotional storytelling is amplified by a mesmerizing musical score from the legendary Ilaiyaraaja, evoking a deep sense of nostalgia and pride. The film beautifully portrays how the act of painting goes beyond colors and walls, fostering meaningful connections and shared memories.
Adding a unique cultural dimension, Haisha Paints is also launching the Tamil Nadu Colour Book, a thoughtfully curated palette inspired by the state’s rich traditions and natural beauty. The collection captures the vibrancy of Tamil Nadu’s heritage through colors that resonate with the region’s warmth and charm, offering homeowners a chance to infuse local flavor into their spaces.
Commenting on the initiative, Abhijit Avasthi, Co-Founder of Sideways, shared, “Collaboration is at the heart of creativity, and that’s what we aimed to convey with Haisha’s latest campaign. As part of the Pidilite family, known for fostering bonds through iconic brands like Fevicol, Haisha’s commitment to creating beauty through unity feels like a natural evolution. The campaign authentically reflects Tamil Nadu’s culture and relationships, helping the brand forge deeper connections with the local audience.”
Through ‘Mil Kar Karein Kamaal,’ Haisha Paints not only reinforces its presence in Tamil Nadu but also strengthens its bond with consumers by celebrating unity, creativity, and cultural identity. The campaign’s emotionally resonant message, combined with its cultural authenticity, is poised to leave a lasting impression on the people of Tamil Nadu, cementing Haisha Paints as a brand that thrives on relationships and shared experiences.
