JSW Paints has launched a new campaign #PaintKaGKBadhao for its Hello Aquaglo range. The campaign features JSW Paints brand ambassador Alia Bhatt and stand-up comedian Atul Khatri. The concept, conceived by TBWA7 India, is broadcast across Indian TV channels and on the Disney + Hotstar streaming platform.
Following the ‘Any Color One Price’ initiative, the company is looking forward to the launch of its product, Anuradha Bose, Chief Marketing Officer of Aquaglo, JSW Paints. “It aims to change the conventions to paint using only ‘oil paints’ for wood and metal. Our new campaign draws customers to the benefits of taking water-based aquaglo range paints. The Paint Ka GK barrier is also a clear call for India to choose health and comfort.
Parikshit Bhattacharya, Managing Partner, Creative, TBWA \ India, for Paint Ka GK Badhao, calls on the public to make conscious choices and close the door on polluting chemicals.
Bhatt’s reaction to the smell of solvent-based paint used on his door in the ad film created reactions and jokes on social media, with everyone joining in for laughter, misleading Alia Bhatt’s statement that oil paint on doors causes pollution, as it causes door pollution. It highlights the low level of awareness among consumers about the availability and benefits of water-based paints for wood and metal.
The paint category has been dominated by the same market leaders for decades without any competition, says Govinda Pandey, CEO, TBWA \ India. “JSW has questioned the stability of the paints industry. This is encouraging end consumers to get more involved as they find solutions for themselves, ”he added.
JSW Paints is part of the JSW Group. JSW Group has interests in sectors such as steel, energy, infrastructure, cement, sports and enterprise capital. Launched in May 2019, the company currently has two manufacturing units, an industrial coating facility at Vasinde in Maharashtra and a decorative paints facility at Vijayanagar in Karnataka.
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