Mumbai, India — JSW Paints has come out with another campaign, this time in concert with the launch of Aquaglo, a unique pioneering water-based paint for wood and metal that is free of the harmful toxins commonly found in traditional wood and metal paints. The campaign, entitled ‘Paint ka GK badhao’, was done in partnership with TBWA\India.
After its Any Colour One Price offering, JSW Paints is back to changing the rules of the paint industry with yet another first-time-in-India innovation that’s really new news in an age-old industry. Counting on clutter breaking communication to draw people’s attention in a low involvement category where no one is tempted to research the nuances of the paint that goes on their own walls and in their own homes. ‘Paint ka GK badhao’ is a clear call to action to make India sit up and take notice.
The campaign brings to light the state of India’s general knowledge and perception when it comes to all things paint. With story-telling that is equal parts educational and irreverent. Featuring Bollywood star -Alia Bhatt, the brand’s commercial lands the message that a newly painted door can pollute your home.
Coming from the actress herself, this revelation – that a newly painted door can pollute your home, seems like another major general knowledge goof up. What happens next is a social media tsunami, an ever-growing cascade of jokes and banter, with everyone from news anchors, to stand up comics and the average Indian joining in for a laugh. But this time around, the joke really is on them. Because not too many Indians know that traditional paint for wood and metal contain harmful toxins that spread pollution inside the house. But once you make that discovery, it’s hard to forget it.
Talking about the expected impact of the campaign in changing India’s paint vocabulary and expectations, Govind Pandey, CEO of TBWA\India, said “Paint category has been dominated by the same market leaders for decades without any real challenger. JSW Paints is the disruptor that is questioning the unquestioned answers and norms. It is also encouraging the end consumers to get more involved because only then they will discover the best solutions for themselves.”
Commenting on the genesis of the core campaign idea, Parixit Bhattacharya, managing partner creative of TBWA\India said, “A low involvement category, a great product and the nation’s sweetheart. Stir them well and you get a sensational headline. Paint Ka GK Badhao is asking people to make informed choices and shut the door on polluting chemicals.”
