Lewis Berger wants to paint a new image through films.

Byline: Rakhi Mazumdar

Jan. 23--KOLKATA, India -- It's now the turn of paints to be positioned as a lifestyle product. Lewis Berger, the new corporate avatar of Berger Paints, has decided to use films as a vehicle for establishing Lewis Berger as the 'mother' brand.

In what marks a first for a paints major, Lewis Berger, now on an aggressive brand development initiative, has also decided to co-sponsor the new Aamir Khan-starrer, Rang De Basanti.

Paint companies such as Goodlass Nerolac have earlier done in-film placement in movies such as Viruddh.