Mumbai: JSW Paints, an environment-friendly paints company and part of the US$23 billion JSW Group, has unveiled its latest festive campaign for its decorative range of paints. Reinforcing the brand’s disruptive promise of Any Colour, One Price, the campaign highlights transparency and customer savings with the simple message – “Dabba Padho, Bachat Karo.”
The new campaign, conceptualised by TBWA, will be launched across TV, digital, and other key platforms. At its core is a light-hearted yet thought-provoking film featuring brand ambassadors Alia Bhatt and Dulquer Salmaan, along with the return of the iconic character Sawalia. Known for sparking curiosity and questioning conventions, Sawalia guides consumers to notice the irony of checking product labels on everyday goods but often ignoring labels on paint packs. By drawing Dulquer’s attention to the pack, Sawalia underscores JSW Paints’ transparent pricing model that ensures up to 15% savings for consumers.
The film closes with Sawalia’s witty reminder, “Dabba Padho, Bachat Karo,” aligning with the brand’s core philosophy of Think Beautiful.
Commenting on the campaign, Ashish Rai, CEO of JSW Decorative Paints, said, “Customers in our country are very conscious of the products they consume and how it impacts them. They read the labels on food, health and lifestyle products. However, when it comes to paints, that awareness is often missing. With our new campaign, we aim to address that oversight and bring the same mindfulness to the paint category. Our brand promise of ‘Any Colour, One Price’ is a clear and disruptive intervention – ensuring transparency and savings for consumers. This reflects our Think Beautiful philosophy, where every innovation is rooted in thoughtfulness and empathy.”
Govind Pandey, CEO, TBWA\India, added, “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, commented, “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 mind set to paints as well.”
