Mumbai  August 14, 2023: JSW Paints, India’s leading environment-friendly paints company and part of US$ 23 billion JSW Group, celebrates the diverse colours of India in its new Independence Day campaign. Conceptualized by TBWA\India, the thought-provoking campaign promotes national unity and challenges perceptions as a step towards a progressive and harmonious nation. The new campaign has been launched across digital platforms.

The film captures the perceptions attached to colours. As the painters are painting a wall with different colours, the onlookers & passers-by pause giving their candid and diverse reactions. The diversity of these reactions is stark. While some of the onlookers appear visibly bothered by the colours, some are puzzled, some are amused with the colours, while a few others remain unfazed. As the ad progresses, a heartwarming moment unfolds when the two painters come face to face and exchange smiles. This pivotal moment is catalytic, reflecting the potential for diverse colours to unite, making the climax both poignant and impactful. As the painters complete their work, the wall painting reveals that colours are free and have no limitations. This powerful metaphor underscores the fact that the true beauty and essence of our nation lies in the freedom we enjoy.

Commenting on the new Independence Day campaign, Mr AS Sundaresan, Joint MD and CEO of JSW Paints said, “Our new Independence Day campaign brings out diverse perspectives of our society. Through this film, we aim to highlight that we should not limit colours with our thoughts and perceptions but set them free to unleash true beauty. The film urges every Indian to freely choose colours to make India beautiful.” 

The new campaign is JSW Paint’s commitment to foster social change through thought-provoking campaigns. The company is leveraging the power & potential of visual storytelling to shape societal perspectives.

According to Govind Pandey, CEO, TBWA\India, “Openness to new perspectives is a key dimension of thinking beautiful. The Independence Day film showcases that in a thought-provoking way. It captures the message that only when we free colours from our inherent perceptions that we’ve tied to them will our country truly become beautiful, which is something that JSW Paints has been championing through their initiatives.”

According to Russell Barrett, CEO, TBWA\India, “Over the years JSW Paints has redefined the category with initiatives and actions that are in essence disruptive, beautiful thoughts. This Independence Day film carries on that tradition. Here we challenge the inherent perception about colours and what those mean when looked at from a new perspective. Challenging perception is a key dimension of thinking beautiful. This Independence Day, let’s embrace the vibrant and beautiful diversity that makes our nation.”