New Delhi: Berger Paints India Ltd has rolled out an ambitious brand initiative to celebrate the 50-year cinematic journey of South Indian megastar Rajinikanth, positioning it as a cultural movement rather than a conventional ad campaign. The effort, launched in December 2025 and gaining traction in early 2026, underscores a shift in brand storytelling designed to deepen emotional engagement with consumers, particularly in Tamil Nadu.
Titled ‘50 Years of Stardom: A Tribute Painted by Berger Paints’, the project was conceptualised and executed in partnership with dentsu Sports & Entertainment in India and Sun Pictures, transforming the state into a vibrant canvas of fan-driven art and colour. Central to the campaign are 50 hand-painted murals placed across Tamil Nadu, each depicting iconic characters and moments from Rajinikanth’s celebrated films, including Petta, Enthiran, Jailer and Coolie. The murals, realised using Berger’s signature paint shades, trace different facets of the star’s legacy — from resilience and charisma to warmth and cultural impact.
Beyond visual art, the initiative expanded across multiple touchpoints including television, radio, print and digital platforms, along with influencer collaborations and on-ground activations. Berger Paints also activated fan participation through a dedicated WhatsApp bot, which collected thousands of personal messages and memories from admirers. These fan-generated contributions were curated into a master mural unveiled at a Chennai event, symbolising a collective tribute ‘by the people, for the people’. Early engagement indicators show participation from more than 100 influencers, over 5,000 fan messages within days of launch and dealer engagement in excess of 130 local activations.
Nishant Gupta, AVP and Head of Marketing at Berger Paints India, said the campaign leverages cinema’s deep cultural roots in Tamil Nadu to reinforce the brand’s belief that “every emotion has a colour,” tapping into regional passion to strengthen emotional relevance and connect.
The initiative is said to be a part of a broader trend where brands blur the line between advertising and cultural expression, especially in regional markets with strong popular icons. For Berger Paints, whose strategic focus includes expanding its footprint in southern India, such culturally embedded campaigns are seen as critical to advancing brand equity and competitive differentiation.