JSW Paints, a part of the JSW Group, has launched a film ahead of Indepdence Day conceptualised by TBWA\India across digital platforms.
The film plays on the perceptions attached to colours. A young man paints a part of a wall green, while another, a few feet away, paints it saffron. Onlookers foresee a conflict and the tension builds up. It is unveiled when the painters look at each other that they are working together to create the colours of the national flag. As the Saare Jahan Se Achcha instrumental kicks in, the brand says, ‘Jab Rang Azaad Honge, Tabhi Toh Desh Khoobsurat Hoga’. It signs off with its ‘Think Beautiful’ tagline.
AS Sundaresan, Joint MD and CEO of JSW Paints, said, “Our new Independence Day campaign brings out diverse perspectives of our society. Through this film, we aim to highlight that we should not limit colours with our thoughts and perceptions but set them free to unleash true beauty. The film urges every Indian to freely choose colours to make India beautiful.”
The new campaign is JSW Paint’s commitment to foster social change through thought-provoking campaigns, informed an official statement. The company is leveraging the power and potential of visual storytelling to shape societal perspectives, it added.
Govind Pandey, CEO, TBWA\India, added, “Openness to new perspectives is a key dimension of thinking beautiful. The Independence Day film showcases that in a thought provoking way. It captures the message that only when we free colours from our inherent perceptions that we’ve tied to them will our country truly become beautiful, which is something that JSW Paints has been championing through their initiatives.”
Russell Barrett, Chief Creative Experience Officer, TBWA\India, said, “Over the years JSW Paints has redefined the category with initiatives and actions that are in essence disruptive, beautiful thoughts. This Independence Day film carries on that tradition. Here we challenge the inherent perception about colours and what those mean when looked at from a new perspective. Challenging perceptions is a key dimension of thinking beautiful. This Independence Day, let’s embrace the vibrant and beautiful diversity that makes our nation.”
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