JSW Paints' campaign featuring Alia Bhatt and Ayushmann Khurrana with 'Sawalia' questions sleep-buying

JSW Paints, part of the JSW Group, has launched a new campaign for its luxury range of Halo Wall Finishes. Conceptualised by TBWA, it features actors Alia Bhatt and Ayushmann Khurrana.

Through this, JSW Paints encourages consumers to make an informed choice. It began with Sawalia questioning ‘Why pay extra for colour’.

In this campaign, Sawalia questions consumers to find out if they are getting all the benefits they can get in their best paint.

The TVC will be promoted digitally during the IPL 2023 season and on all the television channels.

Sundaresan AS, Joint MD and CEO, JSW Paints, said, “As we build the paint company of the future, our aim is to help consumers make an informed choice. The insight behind this campaign is that often consumers blindly go ahead with what is being offered, without knowing what they get. Sawalia, an agent provocateur, continues to nudge consumers to ask the right questions and make the right choice! The campaign aims to assure its audience that it is indeed possible for a single paint brand to have it all. However, the only way to find out the benefits is by taking the initiative to ask.”

Govind Pandey, CEO, TBWA India, said, “Consumers in this category tend to be "sleep buyers" and make purchases based on perception or repeating past usage. JSW Paint’s innovations have enabled a range of paints complete with a far superior set of benefits. The JSW Paints Halo Campaign is a way to awaken the Indian consumers and get them to demand more from their paint by asking questions.”

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