JSW Paints has launched a new festive campaign aimed at promoting pricing transparency in its decorative paints segment. The campaign reiterates the company’s pricing approach of offering all colours at the same price under its 'Any Colour, One Price' initiative.
The campaign, developed by TBWA, features actors Alia Bhatt and Dulquer Salmaan, alongside the returning character Sawalia. The advertisement presents a straightforward narrative encouraging consumers to read product labels on paint containers, similar to their approach with other consumer goods.
Sawalia draws attention to the tendency of consumers to overlook paint pack information, highlighting the potential cost benefits of JSW Paints' pricing model. The company claims that this approach can lead to savings of up to 15% for customers. The advertisement ends with the message “Dabba Padho, Bachat Karo,” followed by the brand’s tagline, “Think Beautiful.”
Ashish Rai, CEO, JSW Decorative Paints, said, “Customers in our country are very conscious of the products they consume and how it impacts them. They read the labels on food, health and lifestyle products. However, when it comes to paints, that awareness is often missing. With our new campaign, we aim to address that oversight and bring the same mindfulness to the paint category. Our brand promise of ‘Any Colour, One Price’ 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.”
Govind Pandey, CEO, 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.”
Russell Barrett, Chief Creative Experience Officer, TBWA\India, added, “Reviving Sawalia was about more than nostalgia, it was about giving consumers a character who speaks their language with wit and empathy. In an age where we are all so very conscious of what’s on the pack and when we’re holding brands to much higher standards, the ever questioning and charming Sawalia asks the audience to extend that same questioning mind set to paints as well.”
The campaign is being launched across television, digital, and other platforms.
