Mumbai, 20th June 2026: Snowcem Paints, part of Saurashtra Cement, has launched ‘Rangon Ki Virasat’, a long-term brand initiative conceptualised to celebrate the brand legacy , trust, experiences and relationships that have connected generations of painters, contractors, dealers and homeowners with the brand for over six decades.
The initiative begins on Father’s Day with a heartwarming digital film that pays tribute to the older generation of painters and the invaluable legacy they pass on to the next generation—not just through skills and values, but also through the brand they have trusted throughout their lives.
At a time when many younger generations and homeowners are discovering brands through digital channels and new-age influences, Rangon Ki Virasat seeks to bridge generations by encouraging conversations between those who have experienced Snowcem’s performance first-hand and those who are yet to discover the brand.
Speaking on the initiative, Ms. Sonali Sanas, CEO Designate, Snowcem Paints, said:
“For over six decades, Snowcem has earned the trust of generations of painters, contractors, dealers and homeowners across India. Many of them have built their livelihoods, reputations and dreams alongside the brand. However, while older generations know and trust Snowcem deeply, many younger generations are only beginning to discover us. Through ‘Rangon Ki Virasat’, we want to celebrate the people who have carried our story forward and create a platform where their experiences, confidence and trust can inspire the next generation. This Father’s Day film is the beginning of that journey—a tribute to the legacy that has been passed down over the years and a reminder that Snowcem today combines the trust of the past with a modern portfolio built for the future. The film is conceptualised & written by Kandid Kanvass”
For decades, Snowcem has been synonymous with reliability and performance across India’s painting and construction ecosystem. While the brand built its reputation as one of India’s pioneering exterior cement paint brands, it has continually evolved to meet changing consumer needs. Today, Snowcem offers a comprehensive portfolio spanning interior and exterior emulsions, waterproofing solutions, textures, putties, primers and specialty coatings, combining decades of trust with contemporary innovation.
By bringing together themes of legacy, trust, family and progress, the initiative reinforces Snowcem’s enduring association with India’s painting community while strengthening its relevance among a new generation of consumers and professionals.
The film will be released across digital and social media platforms as part of Snowcem’s Father’s Day celebrations and is further supported by Snowcem Paints’ Brand Ambassador, Juhi Chawla, who reinforced the campaign’s message of legacy and progress.
LINK TO THE FILM: https://youtu.be/FdgAkp6WUP8?si=-m-FPSL_k3F2vO0s
ABOUT SNOWCEM PAINTS
Snowcem Paints is one of India’ trusted paint brands, with a legacy spanning over six decades. Widely recognised for pioneering cement paints in India and building strong equity in exterior coatings, Snowcem has evolved into a comprehensive decorative paints company offering a wide range of interior and exterior emulsions, waterproofing solutions, textures, primers, putties and specialty coatings. Today, Snowcem serves homeowners, painters, contractors, architects and developers across the country, combining its heritage of trust and reliability with a continued focus on innovation, quality and sustainable solutions. Snowcem Paints is part of the Mehta Group and is a division of Saurashtra Cement Limited.
