Mumbai: JSW Paints, a environment-friendly paints brand and a part of the US$ 24 billion JSW Group, is set to launch ‘Sound of Colour’, an innovative campaign that reimagines the connection between colour and sound. This first-of-its-kind initiative, created in collaboration with Songdew, India’s premier platform for independent artists, blends music and visual storytelling to evoke emotions inspired by distinct colours.
The campaign features four immersive music tracks, each composed by renowned independent artists Kabir Cafe, EPR Iyer, Madhur Sharma, and Raghu Dixit. Each track draws inspiration from a specific JSW Paints colour to reflect its emotional and psychological impact. From the passion of orange to the creativity of purple, the calm depth of blue, and the warmth of brown, ‘Sound of Colour’ transforms the way colours are experienced through music.
Commenting on the new campaign, A S Sundaresan, Joint MD and CEO of JSW Paints said “Sound of Colour is a fresh and creative take on how we experience colours. It is about experiencing the colours through music. By collaborating with Songdew’s artists, we are bringing a unique perspective to the concept. We aim to redefine the way we connect with colours and make colour selection an immersive and emotionally engaging experience. The campaign will be released across multiple digital platforms.”
“At JSW Paints, we believe that colour is more than just a visual element – it’s an expression of emotion, creativity, and individuality. Through this ground-breaking initiative, we are thrilled to collaborate with independent artists, blending the vibrancy of our colours with the emotive power of music. This partnership creates a unique multi-sensory experience that not only enhances artistic expression but also fosters a deeper connection between colours, music, and the people who experience them. It is a celebration of creativity in its purest form.” said Ashish Rai, Chief Business Officer of JSW Paints.
Songdew provides a platform to independent musicians to showcase their talent, collaborate and expand their reach. With a strong presence in digital music distribution and live experiences, it is transforming the independent music space in India.
Speaking on the partnership, Sunil Khanna, founder of Songdew said, “Music and colours have a profound impact on our emotions and creativity. We are delighted to partner with JSW Paints for this unique initiative. Working with some of the most talented independent artists, we aim to bring fresh perspective to music and elevate the way people experience colours, making this campaign a celebration of artistic expression in its purest form.”
