JSW Paints is continuing with actors Alia Bhatt and Ayushmann Khurranna and the former playing ‘Sawalia’.
In a new campaign film, Bhatt urges Khurrana and others getting their houses painted to ask about the coverage, to pitch best in class coverage offered by JSW’s product Pixa.
The campaign will be seen on TV and digital platforms.
AS Sundaresan, CEO, JSW Paints, said, “Transparency, consumer enlightenment and innovation have consistently driven our brand campaigns at JSW Paints. In this latest endeavour, the spirited Sawalia, embodied by Alia Bhatt, plays a pivotal role in encouraging consumers to ask the right questions, find the right answers and get maximum benefit from their informed choice.”
On Pixa, a brand for interior and exterior surfaces in the value segment, he emphasised its distinct feature ‘Covermax’ that enables it to offer best in class coverage – a feature which is extremely important to customers in this category, he underlined.
Covermax claims to enable customers to complete painting of their homes with minimum paint consumption.
Govind Pandey, CEO, TBWA/India, added, “Given the low involvement in the category, consumers are still stuck in their expectations at the decades old level from their paint while the latest feature of JSW Paints has raised the delivery on coverage substantially.”
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