Alia Bhatt gets the best price thanks to Sawalia and JSW Paints in new TBWA India campaign
The paints landscape in India is one that’s riddled with opaque pricing strategies. Different colours come with different price tags. A category norm that JSW Paints has disrupted with its Any Colour One Price offering. The first of its kind offering in India. Building on the ACOP campaign, is the all-new Alia Vs Sawalia TVC created by TBWA India that promises to trigger a much needed conversation around asking questions.
The TVC turns the spotlight on a truth – that people don’t know about differential pricing because people don’t ask. It prompts people to ask the right questions before buying paint instead of blindly making decisions that will cost them dearly. It is easy to see Sawalia gaining pop culture currency and nudging behaviour change. Something that shouldn’t be too difficult considering the fact that Indians are a questioning lot, just that being charged different prices for different colours seems to have become a blind spot. Alia in her Sawalia avatar stands out as a symbol of a discerning mind.
Parixit Bhattacharya, Managing Partner, Creative, TBWA\India, said: “We Indians have a blackbelt in questioning things but when it comes to painting our homes, we like to outsource our discernment. It is uncharacteristic of us. We want to remind people to ask questions before they paint their home. Only then would the rest of the paint category be more transparent like JSW Paints and its disruptive Any Colour One Price. Dropping Sawalia into culture is our latest ploy to get people to ask key questions before painting their homes.”
Govind Pandey, CEO of TBWA\India, said: “JSW Paints is an innovator that’s challenging the category norms. Over the past 2 years, they’ve set out to bring out an outdated convention of different colours costing differently by driving the proposition of ‘Any Colour One Price’ which is an industry first. With this campaign, we’re using Alia as an Agent Provocateur – who is questioning the unquestioned in the category.”
In a traditionally low involvement category, JSW Paints’ newest build on the ACOP campaign brings to focus the fact that choosing paint is in fact a high stakes decision because it stays on and costs you more than it should, if you don’t ask the right questions.
