Asian Paints Ltd. is India's largest paint manufacturer aimed to launch training programmes for painters across various regions in India. The programme helped in aiding the painters and ensuring they learn the process and systems involved in specialised painting services. We worked to launch a rural campaign in six languages across India through their network of 'Colour Academy', a painter training centre in association with NSDC. The aim of the campaign was to build awareness on various courses developed by Asian Paints like Waterproofing, Wood Painting, Wallpaper application, Mechanised tools to name a few. The highlight of the campaign was that we got to work from inception of the concept to shooting in the actual regional locations with the real heroes ‘painters’ and also create a design language that would create an impact across dealer counters. The campaign was directed to speak to the subject who would want to update their knowledge and also gain experience during the course. The campaign also helped gain new registrations for various courses and enhance painter database in many developing markets. We further extended the communication through a Annual Calendar and a detailed course material brochure.