JSW Paints’ and Ayushmann Khurrana add depth to people’s ‘Khoobsurat Soch’

Delhi: JSW Paints has launched a new brand campaign for its iBlok Waterstop product range. In the new “Khoobsurat Soch” campaign, Bollywood actor Ayushmann Khurrana urges every Indian consumer to add depth to Thinking Beautiful in order to protect their home beyond the surface coating of the walls. The new campaign will be launched across various television channels as well as digital and social platforms.

The new iblok campaign aims to show the way one can block things and people in life and also highlights the protection provided by the iBlok Waterstop range. 

Conceptualised by TBWA/India, the film features Khurrana as he navigates tricky conversations and has a solution to block leakage from affecting the ceiling he has created in his new home.

According to AS Sundaresan, Joint MD and CEO of JSW Paints, “We urge our consumers to ‘Think Beautiful’ and when they do we are always there. The insight behind the campaign is that when a customer has a ‘Khoobsurat Soch’ to have a beautiful ceiling - often affected by leakage, JSW Paints iBlok range is there to ensure it is surely protected. This lets them do more at home and keep it beautiful.” 

Govind Pandey, CEO, TBWA\India said, “You think beautiful not just when you create something beautiful but also when you protect beautiful creations!”

Russell Barrett, CCExpO, TBWA\India said, “JSW Paints has stood for disrupting the category through thoughtful innovations for years now. With this film, the brand asked the provocative question - wouldn’t it be nice if more irritants in life could be blocked just as easily as iBlok waterproofing range blocks and protect our homes from the elements? The film dramatises that perfect world with a humorous reminder that iBlok waterproofing range of paints protects our homes from the irritants on the outside, unfortunately not for those found on the inside.”