In its corporate social responsibility project launched on Dec 15, Nippon Paint China looks to bring art and color into local culture in China as well as other Asian areas through wall paintings.

The Color, Way of Love Art+ Project, as part of its "Color, way of love" program inaugurated from 2009, will invite 15 artists worldwide to create paintings on walls at schools and cities on themes of children and humanity.

"This CSR program is trying to create a platform, through which corporations and organizations will be continuously invited to explore an innovative way for charity," said Eric Chung, president of Nippon Paint China.

According to Chung, through this new development of the program, the brand implication can be enriched and extended.

In the past seven years, 230 schools located in more than 100 Chinese cities, townships and villages have benefited from the "Color, Way of Love" program.

"Every step of the program is an effort made to inspire children's imagination, and trying to create an equal opportunity for those come from rural areas for education," said Ariel Wu，Nippon Paint China's PR, CSR and brand communication director.

Nippon Paint China is a member of Singapore-based Nipsea Group.