Sawalia and JSW help Alia Bhatt get the right price for paints

JSW Paints has rolled out a campaign titled ‘Sawalia’ (ask questions) featuring actor Alia Bhatt to highlight its 'any colour one price' offer. 

Conceptualised by TBWA, the film features Bhatt in a double role. Along with Alia, it features her alter ego, Sawalia. While Alia is speaking to the contractor to get her house painted, Sawalia pops up and urges the former to ask the right questions and not end up paying more.

Anuradha Bose, chief marketing officer, JSW Paints, said, “JSW Paints is on a mission to give the freedom of choosing colours to consumers with its ‘any colour one price’ offering. However, surprisingly, consumers are not even aware that they have been paying extra for decades and that they no longer have to. For this to change, the first step is to encourage our consumers to question why they are charged extra for colour and make them conscious that when they don’t question, they pay the price."

She added, "In our new marketing campaign, Sawalia is an alter-ego of Alia Bhatt who persuades people to ask the right questions on why one has to pay more money for darker colours. The film shows Alia asking the contractor to paint a deeper shade of her choice and reluctantly agreeing to pay more. Sawalia then prods Alia to ask the right questions. We hope the campaign will make consumers question the current practice of unequal and opaque pricing of colours and make it a mainstream conversation.” 

The film is being rolled out during the IPL on Star Sports, Disney+Hotstar and other regional channels.