Berger Paints Highlights Arabia's Splendour in a Unique Social Awareness Campaign

The latest campaign by Berger Paints celebrates the beauty as well as the unique culture and heritage of the region. At the same time, ‘Colours of Arabia’ is also a CSR initiative with a touching social message 

Dubai, UAE, November 29, 2016:   Berger Paints, a leading paint manufacturing company with global presence, is launching its new campaign ‘Colours of Arabia’, which celebrates the unique culture and traditions of the Middle East, its timeless landscape, and the national pride of its people. This newly launched initiative is part of Berger Paint’s Corporate Social Responsibility (CSR) initiative which adopts a unique approach to see Arabia through colours. 

The web-series is a set of 2 minutes long films, woven around an intensely emotional and heartwarming narrative, in Arabic with English sub-titles. Featuring landmark structures and geographical landscapes, including deserts, wadis, creeks and beaches, the web-series highlight the journey of a visually impaired young girl with her grandfather, her ‘Jiddoo’. Through the journey, Jiddoo connects heritage, culture and landscape with colors through verbal narration, feel and touch. The films not only connect with the emotions of the viewers but also help to demystify that people with visual disability can also enjoy and experience physical and natural beauties present around them through their special sensory powers. 
 
Aseem Doshi, General Manager, Berger Paints Emirates Co. Ltd. LLC said: “UAE has earned a special place in global tourism industry and we celebrate the vision, aspirations and achievement of the UAE and other countries with the ‘Colours of Arabia’ campaign. As GCC countries continue to upgrade its infrastructure to provide swifter access to people with disability, our CSR initiative could not have been at a better time, when the UN has declared 2016 as the year for ‘Travel for All - Improving Universal Accessibility.’ The execution of web series has an emotional appeal.” Further, Doshi acknowledged the Hospitality Partner for the launch, “We are very happy to collaborate with Fairmont for this event. Fairmont has a concept restaurant, Noire which revolves around a unique concept of ‘dining in the dark’. It is completely dark and you cannot see anything when you dine in there. It is a different experience all together.” He further acknowledged their Cinema partner Motivate Val Morgan for their support.