21 February 2017, Muscat: ‘Colours of Arabia’ is a captivating narrative by Berger Paints that was launched in the Gulf region and unveiled in Muscat in November. The unique and touching CSR initiative convinced the Ministry of Tourism to lend the campaign its support and recently, it has been duly recognised by Awards International. Held on 15 February at a glittering ceremony at the Jumeirah Creekside Hotel, Dubai, the 2017 Gulf Sustainability and CSR Awards announced Berger Paints as the winner in the ‘Cause-related Marketing campaign’ throughout the Gulf. The most coveted CSR Award in the region, this category recognises and honours campaigns that highlight the importance of a particular social cause and inspire positive change.
Berger Paints campaign was presented along with equally strong concepts submitted by companies of national and international repute. ‘Colours of Arabia’ puts the spotlight on the beauty of the region as well as relationships. It is a unique campaign born 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 the beautiful creations through the medium of colour.
“Berger Paints is a long established company that has strong roots, yet is one that is constantly innovating and evolving – very similar to the concept around which ‘Colours of Arabia’ is created. The social message that the episodes deliver is very powerful and touching and we are proud to be part of this journey as well as the accolades it is receiving,” said P.K. Raj, General Manager – Oman.