JSW Paints launched its Think Beautiful digital campaign championing the thought that real beauty resides in our thoughts and actions.
The film has been conceptualised by TBWA\India.
The film captures two sisters taking a trip down nostalgia lane when they take a tour of their childhood home. Every nook and corner holds fond memories, even as they realise everything about the house is now different. However, the lady residing in the house currently has a surprise for them – their old artwork on the wall kept intact. The film reflects the magic of preserving beautiful memories.
Commenting on the Think Beautiful campaign, AS Sundaresan, Joint MD and CEO of JSW Paints said, “Our film urges every Indian to preserve beautiful memories, as they are worth reliving. We believe that true beauty goes beyond superficial appearances. In this new film, we emphasise that it’s the beauty of thoughts and inspiring actions that truly enrich the world and make life beautiful.”
Govind Pandey, CEO, TBWA\India said, “A thoughtful gesture is inherently more beautiful even if it means leaving a wall unpainted.”
Russell Barrett, CCExpO, TBWA\India, said, “Think Beautiful is more than a baseline, it’s a platform idea. It’s reflected in how the brand operates, manufactures and of course, communicates. In this film we’ve explored yet another dimension of this platform. That a beautiful thought runs deep, it has empathy and respect and it spreads beauty as well. The story of how a complete stranger respects and protects the memories of a couple of children she never thought she’d ever meet speaks to that idea of deep, meaningful and beautiful thoughts.”
(Amended at 16.30 hrs on October 19, 2023 to feature a longer version of the campaign film.)
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