MUMBAI, INDIA — Creativity knows no boundaries, and Apsara, a legacy brand under the renowned Hindustan Pencils umbrella, is taking this belief to unprecedented heights. For decades, Apsara has championed imagination, inspiring countless minds to explore their artistic potential. Today, the brand announces a unique collaboration with Dali, India’s only painting dog, who now joins the Apsara family as its first-ever Ambassa-dog.
Abandoned at just 45 days old, Dali discovered the world of colour through playful exploration, evolving into a symbol of joy, self expression, and limitless imagination. In her new role, Dali embodies Apsara’s philosophy that creativity belongs to everyone. The partnership launches alongside Apsara’s latest offering, the Konnect Brush Pens, and promises to grow into a multifaceted initiative. From creating her own artworks using Apsara products to participating in exhibitions where children and parents can paint alongside her, Dali will inspire families to embrace the joy of artistic expression.
The campaign begins with Dali unboxing her set of Konnect Brush Pens and crafting her own masterpiece, shared through heartwarming reels that showcase her journey and the joy of self-expression. Amplified through a 360° approach including digital PR, influencer collaborations, and offline initiatives – this campaign aims to engage audiences organically. Offline activations will feature charity art exhibitions and interactive workshops designed to foster creativity among children, parents, and art enthusiasts alike.
Aishwarya, Head of Marketing, Hindustan Pencils, said “Apsara has always stood for imagination, and our products have been part of millions of children’s first drawings and doodles. Partnering with Dali feels like the perfect match—she embodies our belief that creativity is for everyone.”
Dali’s parents added, “What began as play soon became Dali’s form of self-expression. Watching her journey from abandoned pup to Ambassa-dog fills us with pride. We hope her story inspires families to see creativity as joyful and inclusive.”
Eshwari Pandit, Senior Creative Director at Interactive Avenues, commented, “Brand ambassadors are common, but an Ambassa-dog is something new. Dali shows that inspiration can come from anywhere, and her playful spirit makes art inviting for everyone.”
This innovative partnership is poised to celebrate creativity, connection, and community, offering both an engaging narrative and a tangible platform for artistic exploration.
