Alia Bhatt and Dulquer Salmaan feature in JSW Paints’ festive film via TBWA\India

JSW Paints, India’s leading environment-friendly paints company and part of the US$ 23 billion JSW Group, launched its latest festive film, created by TBWA\India, for its decorative range of paints. The spot reinforces JSW Paints’ disruptive promise of “Any Colour, One Price,” highlighting the savings and transparency it offers in an otherwise complex category.

The film features brand ambassadors Alia Bhatt and Dulquer Salmaan, set in a modern home amidst a painting job. The story opens with an exchange between Salmaan and his friend about reading labels leading to the much-anticipated return of Sawalia, JSW Paints’ quirky mascot who embodies curiosity and questioning, making a dramatic entry to remind consumers of the brand’s core promise.

The campaign taps into the ever-growing consumer trend of wanting to know what’s truly behind the products people consume. This growing awareness is mostly seen in the FMCG category. However, it’s a different story with paints, where colour reigns supreme over labels. Sawalia highlights a simple paradox: while people diligently read every detail on everyday product labels, they often overlook what’s written on a paint pack. Guiding Salmaan’s attention to the labels, she brings out the clarity of JSW Paints’ promise – “Nothing Extra for Colour.” This assurance of up to 15% savings through the unique Any Colour, One Price offering comes alive in the film, which closes with Sawalia’s gentle reminder: “Dabba Padho. Bachat Karo.” and the brand’s enduring message – Think Beautiful. JSW highlights quality with its “Nothing Extra for Colour” promise, encouraging today’s smart buyers to look beyond the shade and choose a paint based on its value and attributes.

Ashish Rai, CEO of JSW Decorative Paints, said: “Consumers today are more conscious than ever about what they consume and how it impacts them. They read every label on food, health and lifestyle products, yet when it comes to paints, that awareness is often missing. With this campaign, we wanted to bring that same mindfulness to the paint category. Our promise of ‘Any Colour, One Price’ is a clear and disruptive intervention – ensuring transparency and genuine savings for consumers. This reflects our Think Beautiful philosophy, where every innovation is rooted in thoughtfulness and empathy.”

Govind Pandey, CEO, TBWA\India, said: “This ad is simply reinforcing that JSW Paints is the only brand that brings all colours at the same price. Sawalia is our smart, aware consumer mascot who provokes the habit-driven uninvolved consumer to get involved and look harder.”

Russell Barrett, Chief Creative Experience Officer, TBWA\India, added: “Reviving Sawalia was about more than nostalgia, it was about giving consumers a character who speaks their language with wit and empathy. In an age where we are all so very conscious of what’s on the pack and when we’re holding brands to much higher standards, the ever questioning and charming Sawalia asks the audience to extend that same questioning mindset to paints as well.”