Berger Paints, a leading paint manufacturing company with a global presence, has launched 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.

The initiative complements the UN’s declaration of 2016 as the year for ‘Travel for All - Improving Universal Accessibility’ through series of nine short films.

The web-series is a set of two-minute films, woven around an intensely emotional and heartwarming narrative, in Arabic with English sub-titles, said a statement from Berger.

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 colours 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, it stated.

Aseem Doshi, the general manager, Berger Paints said: "The Arabian peninsula is rich, both in terms of its art, culture and heritage as well as its singular terrain. Equally fascinating is the way the people of this land revel in its uniqueness, and celebrate it."

"We want this campaign to reflect the spirit of the Middle East through its vivid hues, its people and its stories. With these web-series, we want to reach out to build a link between the people of this beautiful land and its heritage. ‘Colours of Arabia’ weaves in our respect for this great land with our mission to support and raise awareness about the rights of people with disabilities across communities," he added.

In the GCC, Berger Paints has dedicated factories and research and development (R&D) centres in Bahrain, Oman and the UAE. Its comprehensive ranges of architectural, wood and protective coatings have all been tailored to meet the challenges of the  region’s extreme weather conditions.-TradeArabia News Service