Blending tradition with youthful energy, Shalimar Paints, a brand with over 120 years of heritage, launched a dynamic campaign in Delhi in collaboration with the Mumbai Indians. Through this initiative, the brand captured the excitement of cricket while showcasing its modern appeal.
The highlight of the campaign was the “Fan Car,” a vehicle adorned with bold Shalimar x Mumbai Indians branding and topped with a massive paint box. The car traveled across Delhi NCR’s iconic spots, including India Gate, Connaught Place, Lodhi Art District, Cyber City in Gurugram, and the Arun Jaitley Stadium during the Delhi-Mumbai match on April 13th. Fans interacted with the car by snapping photos and sharing them online using #ShalimarXMumbaiIndians, with the chance to win exclusive merchandise.
Part of Shalimar Paints’ “Shalimar 2.0” strategy, this campaign connected with a tech-savvy audience while honoring the brand’s legacy. The fan car featured QR codes directing people to Shalimar Paints’ Instagram, resulting in a 30% increase in followers and a 200% boost in engagement within just three days.
Adding to the excitement, YouTuber Siddhartth Amar energized the campaign by hosting quizzes and sharing interactive content on the brand’s social media, successfully engaging a younger, digital audience.
The campaign’s reach extended beyond Delhi as 1,000 branded cabs hit the streets of Delhi NCR, Kolkata, and Lucknow. Complemented by outdoor media placements, the campaign’s message, “Indians ka naya rang Shalimar,” resonated widely.
Kuldip Raina, MD & CEO of Shalimar Paints, emphasized the alignment between Shalimar’s journey and Mumbai Indians, highlighting growth and bridging generations. Marketing Head Varun Malik described the campaign as a showcase of the brand’s innovative spirit and dedication to meaningful consumer connections.
By intertwining cricket, vibrant visuals, and grassroots engagement, Shalimar Paints struck a balance between its historic charm and modern adaptability, promising more exciting campaigns in the future.
