JSW Paints, part of the US$23 billion JSW Group and known for its eco-friendly solutions, has rolled out a new festive campaign for its decorative paints portfolio. The campaign reinforces the brand’s disruptive promise of ‘Any Colour, One Price’ with the simple and memorable message – “Dabba Padho, Bachat Karo.”
Conceptualised by TBWA\India, the campaign will run across TV, digital, and other high-reach platforms. At the heart of the campaign is a light-hearted yet insightful film featuring Alia Bhatt and Dulquer Salmaan, joined by the return of the beloved character Sawalia. Known for provoking curiosity and challenging norms, Sawalia draws attention to a common irony – consumers diligently check labels on everyday products but rarely read paint packs. By nudging Dulquer to “read the dabba,” Sawalia highlights JSW Paints’ transparent pricing model, which ensures up to 15% savings for consumers.
Ashish Rai, CEO of JSW Decorative Paints, said, “Indian consumers are mindful of labels on food, health, and lifestyle products, yet often overlook paint packs. Our campaign aims to change that by encouraging awareness and reinforcing our promise of transparency and fair pricing.”
Govind Pandey, CEO, TBWA\India, added that Sawalia serves as the smart consumer’s voice, urging people to get involved and make informed choices. Russell Barrett, Chief Creative Experience Officer, noted that reviving Sawalia was about offering consumers a witty, relatable guide who encourages a more thoughtful approach to choosing paints.
