Berger, one of the world's premier paints and coatings manufacturers, said its ‘Colours of Arabia’ campaign  won top honours at the Gulf Sustainability and CSR Awards ceremony held in Dubai, UAE.

The company's CSR initiative, ‘Colours of Arabia’, won the award under the ‘Cause-related Marketing campaign’ for the entire Gulf region, according to a statement from Berger Paints.

This category has recognized all marketing campaigns that highlight the importance of a particular social cause in the region, it stated.

A top honour for corporate social responsibility, Gulf Sustainability and CSR Awards has been constituted by Awards International.

Berger Paints competed fiercely with companies of national and international repute and won the award because of its outstanding initiative across the region, said a top official after receiving the award at a major ceremony held yesterday (February 15) in Jumeirah Creekside Hotel, Dubai.

‘Colours of Arabia’ is a unique campaign which was born out of the belief that even the visually challenged can experience colours if empowered.

The 10 films developed for social media touches the emotional chord of the society. The story revolves around a journey of a grandfather with his grand-daughter, Noor, who is blind. Noor’s quest of seeing the world drives her Jiddo to travel with her and show her artifacts of pride, culture and heritage across Arabia and explain these beautiful creations through the medium of colour.   

On the award win, Aseem Doshi, the general manager, Berger Paints Emirates, said: "This is a big achievement for us and it is a big honour to be selected in such a competitive category. The CoA is an outcome of collaboration of internal and external stakeholders."

The uniqueness of the CoA initiative is that it has been able to show to the world that colour can be experienced by everyone," observed Doshi.  

"The campaign is an attempt to start dialogue and create awareness about inclusion with the expectation of collaboration with the private and social development agencies in the near future. We are also taking this forward to our future generation through a sensitization drive in schools," he added.-TradeArabia News Service