JSW Paints Champions Price Transparency with ‘Any Colour, One Price’ Campaign
Bengaluru: JSW Paints, India’s leading environment-friendly paints company, has launched a new festive campaign for its decorative range of paints, reinforcing its commitment to price transparency and customer value. The campaign, conceptualized by TBWA, features brand ambassadors Alia Bhatt and Dulquer Salmaan in a light-hearted yet thought-provoking narrative.
Key Message
The campaign highlights JSW Paints’ unique promise of “Any Colour, One Price,” ensuring transparency and savings for consumers. According to Ashish Rai, CEO of JSW Decorative Paints, “Our brand promise is a clear and disruptive intervention – ensuring transparency and savings for consumers. This reflects our Think Beautiful philosophy, where every innovation is rooted in thoughtfulness and empathy.”
The Role of Sawalia
The campaign features the return of the iconic character Sawalia, known for encouraging curiosity and questioning. Sawalia highlights a simple irony – while consumers carefully read labels on everyday products, they often overlook what’s written on a paint pack. By guiding Dulquer’s attention to the label, Sawalia reinforces JSW Paints’ transparent pricing model, ensuring up to 15% savings for consumers. The campaign film ends with Sawalia’s witty reminder, “Dabba Padho, Bachat Karo,” followed by the brand’s core philosophy of Think Beautiful.
Campaign Objective
The campaign aims to address the oversight of consumers not being mindful of paint labels and bring the same awareness to the paint category. Govind Pandey, CEO of TBWA\India, said, “This ad is simply reinforcing that JSW Paints is the only brand that brings all colours at the same price. Sawalia is our smart, aware consumer mascot who provokes the habit-driven uninvolved consumer to get involved and look harder.”
Launch and Reach
The new campaign is being launched across key TV channels, digital, and other platforms, ensuring a wide reach and impact. With this campaign, JSW Paints aims to make the festive season colourful for its customers while emphasizing its commitment to transparency and customer value.
