MUMBAI, INDIA — JSW Paints, India’s leading environment-friendly paints company and part of the US$23 billion JSW Group, has launched its latest festive campaign in collaboration with TBWA\India. The campaign champions the brand’s disruptive promise of “Any Colour, One Price,” spotlighting transparency and savings in a category often clouded by complexity.
The campaign film features brand ambassadors Alia Bhatt and Dulquer Salmaan in a playful yet thought-provoking narrative. Set in a modern home mid-paint job, the film revives Sawalia – JSW Paints’ quirky mascot embodying curiosity—who steps in to remind consumers of the brand’s core commitment: “Nothing Extra for Colour.” The story cleverly contrasts how people scrutinize labels on everyday products yet rarely examine paint packs, encouraging mindful choices with the assurance of up to 15% savings through JSW Paints’ unique offering.
Commenting on the campaign, Ashish Rai, CEO of JSW Decorative Paints said, “Consumers today are more conscious than ever about what they consume and how it impacts them. They read every label on food, health and lifestyle products, yet when it comes to paints, that awareness is often missing. With this campaign, we wanted to bring that same mindfulness to the paint category. Our promise of ‘Any Colour, One Price’ is a clear and disruptive intervention – ensuring transparency and genuine savings for consumers. This reflects our Think Beautiful philosophy, where every innovation is rooted in thoughtfulness and empathy.”
Govind Pandey, CEO, TBWA\India said, “This ad is simply reinforcing that JSW Paints is the only brand that brings all colours at the same price. Sawalia is our smart, aware consumer mascot who provokes the habit-driven uninvolved consumer to get involved and look harder.”
Russell Barrett, Chief Creative Experience Officer, TBWA\India added, “Reviving Sawalia was about more than nostalgia, it was about giving consumers a character who speaks their language with wit and empathy. In an age where we are all so very conscious of what’s on the pack and when we’re holding brands to much higher standards, the ever questioning and charming Sawalia asks the audience to extend that same questioning mindset to paints as well.”
