JSW Paints, India’s leading environment-friendly paints company and part of the US$ 24 billion JSW Group, is set to launch its innovative ‘Sound of Colour’ campaign. This groundbreaking initiative will blend music and colour, with four music tracks composed by renowned independent artists, evoking the emotions associated with specific colours from JSW Paints’ portfolio.
The campaign, a collaboration with Songdew, India’s leading platform for independent artists, consists of one-minute music videos, each inspired by a distinct colour. The tracks, composed by popular independent artists Kabir Cafe, EPR Iyer, Madhur Sharma, and Raghu Dixit, are designed to capture the mood and energy of colours such as orange (passion and intensity), purple (confidence and creativity), blue (calm and depth), and brown (warmth and authenticity).
Commenting on the campaign, Mr. A S Sundaresan, Joint MD and CEO of JSW Paints, said: “Sound of Colour is a fresh and creative take on how we experience colours. It is about experiencing the colours through music. By collaborating with Songdew’s artists, we are bringing a unique perspective to the concept. We aim to redefine the way we connect with colours and make colour selection an immersive and emotionally engaging experience. The campaign will be released across multiple digital platforms.”
Mr. Ashish Rai, Chief Business Officer of JSW Paints, added: “At JSW Paints, we believe that colour is more than just a visual element – it’s an expression of emotion, creativity, and individuality. Through this ground-breaking initiative, we are thrilled to collaborate with independent artists, blending the vibrancy of our colours with the emotive power of music. This partnership creates a unique multi-sensory experience that not only enhances artistic expression but also fosters a deeper connection between colours, music, and the people who experience them. It is a celebration of creativity in its purest form.”
Songdew, which provides a platform for independent musicians to showcase their talent, collaborate, and expand their reach, is instrumental in transforming the independent music scene in India.
Sunil Khanna, founder of Songdew, said: “Music and colours have a profound impact on our emotions and creativity. We are delighted to partner with JSW Paints for this unique initiative. Working with some of the most talented independent artists, we aim to bring fresh perspective to music and elevate the way people experience colours, making this campaign a celebration of artistic expression in its purest form.”
