India’s leading environment-friendly paint brand, JSW Paints launched its new marketing campaign Sachche Rang featuring Ayushmann Khurrana. The campaign aims to make a trailblazing statement on the lack of price transparency that is prevalent in the Indian paint market.
JSW Paints is a part of the JSW Group, one of the leading business conglomerates in India. JSW Paints is the only brand that uses all water-based decorative paint that is completely family-friendly and is low on VOC. JSW Paints is a Greenfield venture that has become a significant player in the Indian paint sector. The company manufactures both industrial and decorative paints that aim to paint color and beautiful experiences for its customers.
The all-new campaign features the brand ambassador of JSW Paints Ayushmann Khurrana, in a 360-degree integrated campaign that offers a completely fresh and new canvas to the JSW Paints ‘Any Colour One Price’ promise. The new campaign is an anthology of three digital films that recreate popular home painting scenarios. Ayushmann Khurrana plays the lead role, interrupting the painting exercise to create an awareness of how painting home is a costly affair due to the lack of price transparency of paints.
The Sachche Rang campaign aims to address the problem of unequal pricing of colours in the paint industry. The video campaign perfectly shows Ayushmann Khurrana showcasing the disruptive nature of JSW Paints with its ‘Any Colour One Price’ policy. The campaign highlights how customers have to pay a high price when they choose different coloured paints for their home makeover, the primary charm of the campaign lies in how the brand challenges the unfair norm in the paint industry.
The joint MD and CEO of JSW Paints, A.S Sundaresan commented that “Our new Sachche Rang turns to highlight how the unfair conventions force people to pay a higher price for different colours in the same product”. JSW paints offer about 1808 colours at the same price under their Any Colour One Price preposition that restores customer’s freedom of choice in colour. Govind Pandey, the CEO of TBWA India commented on the significance and disruptive potential of the campaign. He said that JSW Paints being the youngest player in this sector is questioning the conventions of the industry with fresh eyes. Parixit Bhattacharya, the managing partner added that the campaign is a genuine consumer awareness program.