Mumbai, India — Paint manufacturer JSW Paints has come out with a new entry to its paints landscape disruptor campaign – Any Colour One Price – a TVC campaign entitled ‘Alia Vs Sawalia’. The campaign was done in collaboration with TBWA\India.
The TVC turns the spotlight on the truth – that people don’t know about differential pricing because people don’t ask. It prompts people to ask the right questions before buying paint instead of blindly making decisions that will cost them dearly. It is easy to see Sawalia gaining pop-culture currency and nudging behaviour change. Something that shouldn’t be too difficult considering the fact that Indians are a questioning lot, just that being charged different prices for different colours seems to have become a blind spot. Alia in her Sawalia avatar stands out as a symbol of a discerning mind.
In a traditionally low involvement category, JSW Paints’ newest entry on the ACOP campaign brings to focus the fact that choosing paint is in fact a high stakes decision because it stays on and costs you more than it should if you don’t ask the right questions.
Commenting on the conceptualisation of this unique campaign, Parixit Bhattacharya, managing partner for Creative of TBWA\India, said Indians have a blackbelt in questioning things but when it comes to painting our homes, Indians like to outsource their discernment.
“It is uncharacteristic of us. We want to remind people to ask questions before they paint their home. Only then would the rest of the paint category be more transparent like JSW Paints and its disruptive Any Colour One Price. Dropping Sawalia into culture is our latest ploy to get people to ask key questions before painting their homes,” Bhattacharya said.
Adding to that, Govind Pandey, CEO of TBWA\India, said, “JSW Paints is an innovator that’s challenging the category norms. Over the past 2 years, they’ve set out to bring out an outdated convention of different colours costing differently by driving the proposition of ‘Any Colour One Price’ which is an industry first. With this campaign, we’re using Alia as an Agent Provocateur – who is questioning the unquestioned in the category.”
