Force India will contest the 2017 season wearing pink after a new sponsorship deal prompted a major overhaul of the livery before the championship's first round.
The VJM10 cars will not only bear the logo of the Best Water Technology Group (BWT), but will ditch their previous silver-and-black colours in deference to the new sponsor.
Team owner Vijay Mallya said in a statement: "The arrival of BWT in Formula One is huge news and represents one of the most significant partnerships in our ten year history.
"For 2017 our cars will sport a vibrant new colour scheme with a smart matte finish. Changing the colour of our cars is an indication of the strength of this new partnership."
This is not the first time BWT have flaunted their colours in motor sport, having previously brought a pale-pink splash to the German touring car championship with Mücke Motorsport team.
Nor is the VJM10 the first Formula One car to feature a pink-based colour scheme, with British fans fondly remembering in particular the 1992 Brabham car in which driver Damon Hill made his debut.
Although Force India's new shade of pink is a jarring departure, there has been a cautious welcome for the change among fans who are pleased to see some variety among a field of increasingly white-grey-black cars.
The news and several images appeared to be leaked a fortnight ago, with talks still ongoing between BWT and the team before the deal was finalised.