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.