It doesn’t take a genius to figure out JSW Paints’ supremacy, proves Alia Bhatt

JSW Paints, part of the JSW Group, has launched a campaign #PaintKaGKBadhao (increase your paint’s GK) to highlight its Halo Aquaglo range of paints, which are water-based. Conceptualised by TBWA\India, the campaign brings to light the harmful toxins that are present in oil paints. The film features actor Alia Bhatt. 

 

The film begins with Bhatt’s friend recording her in her new house, while it is still being painted. When taking her friend on a tour of her house, she gets the strong whiff of a solvent-based paint and walks towards the painter who’s busy painting the door. Smelling the door, she passes a statement saying that the door would spread pollution throughout the house. What she says gets streamed everywhere and she soon becomes the talk of the town and is made fun of by viewers questioning her IQ. When she’s had enough, she addresses her viewers by explaining what she meant by her statement. She tells them that the smell of toxins present in regular paints cause air pollution. After hearing this, all her viewers change their opinion of her, deeming her as smart. Towards the end of the film, Bhatt is seen asking her viewers about who should be changing their paint’s GQ. 

 

Anuradha Bose, chief marketing officer, JSW Paints, said, "Following the successful disruption of our Any Colour One Price initiative, we are now delighted to launch our thoughtful product innovation, Aquaglo. It aims to change yet another convention in paints of using only ‘oil paint’ for wood and metal. Our new campaign draws consumers’ attention to the clear benefit of adopting a water-based Aquaglo range of paints for painting wooden doors, metal grills and other such surfaces in their homes. Paint Ka GK badhao is a clear call to action to make India sit up and choose wellness and comfort." 

 

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 status quo prevailing in the industry. It is also encouraging the end consumers to get more involved because only then will they 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.”

 

The campaign is being aired on TV and OTT.