JSW Paints has launched a new campaign featuring actor Alia Bhatt through which it aims to bring to light the state of India’s General Knowledge (GK) when it comes to all things related to paint.
The campaign has been launched to promote Aquaglo, the water-based paint for wood and metal, which as per the company’s claims is free from the harmful toxins commonly found in traditional wood and metal paints.
With storytelling that is equal parts educational and irreverent, the brand's commercial lands the message that a newly painted door can pollute your home.
Coming from Bhatt's mouth, this revelation - that a newly painted door can pollute your home, seems like another major GK goof up. What happens next is a social media tsunami, an ever-growing cascade of jokes and banter, with everyone from news anchors, to stand-up comics and the average Indian joining in for a laugh. But this time around, the joke really is on them, because not too many Indians know that traditional paint for wood and metal contain harmful toxins that spread pollution inside the house.
Counting on clutter breaking communication to draw people's attention in a low-involvement category where no one is tempted to research the nuances of the paint that goes on their own walls and in their own homes. ‘Paint ka GK badhao’ is a clear call to action to make India sit up and take notice.
Govind Pandey, CEO, TBWA\India said, “Paint category has been dominated by the same market leaders for decades without any real challenger. JSW Paints is the disruptor that is questioning the unquestioned answers and norms. It is also encouraging the end consumers to get more involved because only then they will discover the best solutions for themselves.”
Parixit Bhattacharya, Managing Partner Creative, TBWA\India, said, “A low involvement category, a great product and the nation’s sweetheart. Stir them well and you get a sensational headline. Paint Ka GK Badhao is asking people to make informed choices and shut the door on polluting chemicals.”
Agency: TBWA INDIA
CEO: Govind Pandey
Executive Director: Namrata Nandan
Managing Partner- Creative: Parixit Bhattacharya
CSO: Satish Krishnamurthy
Strategy Team: Rahul Meghraj, Bianca Joseph, Shimona Mohan
Creative Team: Sourabh Pathak, Sushant Dharwadkar, Priyang Davey
Account Management Team: Rohini Radhakrishnan, Foram Mehta