Mumbai, 19 October 2026: JSW Dulux has launched Dulux Velvet Touch Eterna, its new uber-premium interior emulsion in a new campaign, ‘A Stroke Unmatched’. The campaign created by TBWA\Lintas, part of Omnicom Advertising India, positions Eterna as the ultimate expression of luxury, combining unmatched beauty with lasting protection.
The campaign is built on the insight that true luxury doesn’t have to be loud or ostentatious. Instead of telling viewers what makes Eterna luxurious, it lets the colours and the spaces they transform speak for themselves. The film moves through a series of distinctive spaces, each brought to life by a particular colour. Across each setting, the film shows how the right colour from the Dulux Velvet Touch Eterna range can give a room its own character.
For Dulux Velvet Touch, Eterna marks a step up in the uber premium interior emulsion category. By leading with colour and craft rather than claims, the brand aims to build greater consideration among discerning, style-conscious homeowners looking for a luxurious finish for their homes this festive season.
Speaking about the campaign, Rajiv Rajgopal, Joint Managing Director & CEO, JSW Dulux, said, “At JSW Dulux, our aim has always been to create products and experiences that enable consumers to bring their aspirational homes that reflect individuality, sophistication and a distinct sense of style to life. Dulux Velvet Touch Eterna’s new campaign captures this vision, of combining our expertise in Luxury décor with elevated expression of luxury.”
Commenting on the new campaign, Vandana Krishnia, CMO, JSW Dulux, said, “With this campaign, we wanted to bring the world of Dulux Velvet Touch Eterna to life in a way that feels as elevated and distinctive as the product itself. The idea was to take consumers on a visual journey through extraordinary expressions of luxury.”
Vasudha Misra, Chief Creative Experience Officer (North), TBWA\Lintas, added, “Luxury is perhaps the most abused word in advertising today (right after ‘premium’). And when it comes to ‘luxury’, there are but a few tropes that are beloved by us advertising folks. The fancy schmancy, hard-to-decipher art piece, an imperial-looking lady in a haveli, or my favourite, the interpretive dance performance. So, which one did we use to pitch the extremely luxurious Dulux Velvet Touch Eterna? All of them, of course.”
The campaign has been amplified across TV, CTV, digital, OOH, and print channels.
Watch the films here:
Film 1: Dulux Velvet Touch Eterna Matte | Luxury Defined in Every Stroke – Hindi (30 Sec)
Film 2: Dulux Velvet Touch Eterna | Luxury Defined in Every Stroke – Hindi (30 Sec)
