JSW Paints has appointed Alia Bhatt and Ayushmann Khurrana as brand ambassadors and rolled out a film featuring the duo.
Conceptualised by TBWA\, the film, ‘har rang har kisi ka’ (every colour for every one) is the first for JSW Paints since it was launched in 2019. It encourages Indians to #EmbraceEveryColour and states that its 1,808 colours are offered at the same price.
Parth Jindal, managing director, JSW Paints, said, “At JSW Paints, we believe that being thoughtful is beautiful and our #EmbraceEveryColour campaign embodies this spirit. Our new campaign showcases the India we all grew up in and live in today; a land resplendent with a multitude of colours. From the food we eat, to the festivals we celebrate, to the clothes we wear, it is these very colours that make everything Indian, so beautiful. Making colours accessible to all through our 'any colour one price' approach is our tribute to every Indian’s love for colour. In order to take this campaign to an India that is getting younger and better every day, we wanted thoughtful ambassadors and believe that Alia Bhatt and Ayushmann Khurrana are perfectly placed to take our message of unity and togetherness forward.”
A S Sundaresan, joint MD and CEO, JSW Paints, said, “Colour is what consumers most want from paints. This is the reason we have put colours at the heart of our maiden campaign and our brand ambassadors Alia and Ayushmann have given it a beautiful soul. We are celebrating a unified India’s diverse colours with our ‘Any Colour One Price’ strategy, the first and only paint company to do this, offering consumers complete freedom to choose any colour. Our family-friendly only water-based paints range is focused on creating the most satisfying experiences for customers. We are sure that the #EmbraceEveryColour campaign will be liked by our consumers across the country.”
Govind Pandey, CEO, TBWA\India, said, “Colours have a special significance in India. It is a country of rich diversity that is celebrated by the language of a million colours. But over time, we have attached parochial meaning to these colours, putting them into the boxes of caste, creed, gender and emotion. This campaign aims to liberate colours from the narrow boxes that society has built around them. It tells the story of an India where all colours are meant for everyone. And what better duo than Alia Bhatt and Ayushmann Khurrana to carry this thoughtful message.”
Parixit Bhattacharya, managing partner (creative), TBWA\India, added, “True beauty lies in the way we look at the world. This campaign makes the painting experience more than just about adding colours to homes. It’s about being able to embrace every colour by looking beyond labels. It puts an end to the divide and makes colours truly for all, one wall at a time.”