SHALIMAR PAINTS BRINGS DIWALI’S COLOURS AND EMOTIONS TO LIFE THROUGH AI-POWERED FESTIVE FILM

Shalimar Paints has unveiled ‘Diwali Ka Har Rang Khoobsurat’, an AI-powered campaign film that celebrates Diwali through a child’s perspective. Part of its broader ‘Har Rang Khoobsurat’ platform, the campaign highlights the colours, traditions and emotional connections that define the festival, reinforcing the brand’s longstanding association with homes and celebrations.

Shalimar Paints, one of India’s oldest paint manufacturers with a legacy spanning more than 120 years, has launched a new festive campaign that seeks to capture the essence of Diwali through the eyes of a child. Titled ‘Diwali Ka Har Rang Khoobsurat’, the AI-powered film is part of the company’s wider ‘Har Rang Khoobsurat’ campaign and focuses on the colours, emotions and shared experiences that make the festival one of the most cherished celebrations in the country.

The campaign moves beyond the traditional depiction of Diwali as a festival of lights, presenting it instead as a celebration of togetherness, joy and lasting memories. Viewed through a child’s perspective, the film recreates familiar moments that resonate with families across India, from decorating homes and crafting vibrant rangolis to lighting diyas and exchanging sweets with friends and relatives.

The narrative also reflects the excitement and anticipation that often accompany the festive season. Scenes of children enjoying fireworks, families seeking blessings from elders, and neighbours greeting one another underscore the spirit of community that defines Diwali. By highlighting these everyday yet meaningful traditions, the film reminds viewers that the true significance of the festival lies in the warmth and connections shared among people.

A central element of the campaign is the role of colour in shaping festive experiences. Rather than showcasing paint shades as a standalone product range, Shalimar Paints has integrated its colour palette into authentic Diwali settings. The colours appear naturally within homes, decorations and celebratory moments, reinforcing the idea that colour is woven into the fabric of daily life and special occasions alike.

Commenting on the initiative, Kuldip Raina, Managing Director and Chief Executive Officer of Shalimar Paints, said Diwali symbolises light, happiness and new beginnings, bringing together countless moments that make the festival special.

“Diwali is one of India’s most cherished celebrations, marking a time of light, happiness and new beginnings. From illuminating our homes with diyas and adorning them with vibrant decorations to sharing sweets and creating memories with loved ones, the festival brings together countless moments that make it special. At the heart of these celebrations are colours, which reflect the joy of the occasion and the emotions we associate with it,” he said.

Raina added that colours play a much larger role than simply enhancing interiors. “At Shalimar Paints, we believe that colours do more than brighten spaces; they help create an atmosphere in which meaningful moments unfold. Through ‘Diwali Ka Har Rang Khoobsurat’, we celebrate this connection between colour and emotion, while reaffirming our commitment to bringing quality, innovation and the best possible colour experiences to our consumers.”

The campaign also highlights the growing use of technology in brand storytelling. By employing AI-powered creative execution while remaining rooted in traditional festival values, Shalimar Paints seeks to connect with contemporary audiences without losing sight of the cultural significance of Diwali.

Through ‘Diwali Ka Har Rang Khoobsurat’, the company reinforces its belief that colours are not merely decorative elements but an essential part of how people personalise their spaces and create cherished memories. In doing so, Shalimar Paints positions itself not just as a paint brand, but as a participant in the celebrations that bring families and communities together during the festive season.