TBWA\India creates new water-based paint campaign for JSW Paints with Alia Bhatt
TBWA\India has created this campaign to launch JSW Paints new brand, Aquaglo, India’s first water-based paint for wood and metal that is free of the harmful toxins commonly found in traditional wood and metal paints.
The campaign brings to light the state of India’s General Knowledge (GK) when it comes to all things paint. With story-telling that is equal parts educational and irreverent. Featuring Bollywood star – Alia Bhatt, the brand’s commercial lands the message that a newly painted door can pollute your home. Coming from Alia’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. And us. Because not too many Indians know that traditional paint for wood and metal contain harmful toxins that spread pollution inside the house. But once you make that discovery, it’s hard to forget it. After its Any Colour One Price offering, JSW Paints is back to change the rules of the paint industry with yet another first-time-in-India innovation that’s really new news in an age-old industry. 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.
Talking about the expected impact of the campaign in changing India’s paint vocabulary and expectations, 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.”
Credits
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
