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Marketing Featured South Asia

JSW Paints offers us a ‘non-toxic relationship’ with our paint brand in this new campaign

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.”

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Marketing Featured South Asia

JSW Paints paints clearer picture of responsible purchasing with Alia Vs Sawalia TVC

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.”