Campaign India Team
Apr 26, 2021

Ayushmann Khuranna juxtaposes JSW Paints’ ‘sachche rang’ with prevalent paint pricing issue

Watch the campaign conceptualised by TBWA\India here

JSW Paints has launched a new marketing campaign featuring brand ambassador Ayushmann Khurrana. The integrated campaign looks to call out the price transparency challenges in the Indian paints market, highlighting the brand’s ‘Any Colour One Price’ promise.
 
Conceptualised by TBWA\India, the campaign’s films recreate home painting scenarios. In each, Khurrana is shown to interrupt the painting job to create awareness about pricing transparency that is missing while purchasing paints.
 
 
AS Sundaresan, Joint MD and CEO, JSW Paints, said, “Our new Sachche Rang campaign turns the spotlight on the unfair industry convention where consumers are forced to pay more for different colours in a product. The ‘Any Colour One Price' proposition that offers 1808 colours at the same price, be it whites, pastels, mid-tones or deep accents, is an industry-first offering, disrupting the entire paints market. This unique proposition will restore the consumer’s freedom of choice in colour.  Ayushmann interestingly brings consumers to the moment of truth – the ‘Any Colour One Price’ brand promise of JSW Paints. We are sure this will bring the problem of unequal and opaque pricing of colours into mainstream conversation.”
 
Govind Pandey, CEO, TBWA\India, said, “As the youngest player in the category, JSW Paints is looking with fresh eyes and is questioning the fairness of some fundamental conventions in the industry.”
 
Parixit Bhattacharya, managing partner - creative, TBWA\India, said, “It is a blind spot. People don’t know they pay more for each shade. This campaign is genuine consumer awareness communication from JSW Paints."
 
The campaign will air during the ongoing IPL 2021, across regional TV channels.
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

10 hours ago

Goafest 2024 set to host creativity experts while ...

The 17th edition of the festival will host over 50 speakers and entertainers across 20 sessions in addition to more than 15 masterclasses.

11 hours ago

Havas Worldwide retains Durex creative duties

As reported earlier by Campaign India, the pitch had several big-ticket agencies vying for the plum account alongside the incumbent.

12 hours ago

Clear Premium Water’s commercials champion ...

The series highlights the bottled water brand’s efforts to encourage conscientious consumption and environmentally sustainable practices, while shedding light on the issue of counterfeit products.

12 hours ago

India bags 8 pencils and 10 shortlists at D&AD 2024

BBDO India earns one of four White Pencils given out this year for making a difference in the industry.