JSW Paints has announced the launch of ‘Halo Paints’ through a film featuring Alia Bhatt and Ayushman Khurrana. In the film conceptualised by TBWA\ India, Bhatt returns in her Sawalia avatar.
It opens with Khurrana waking up, but continuing to wear his sleeping mask. While doing so he calls someone and tells the person to make sure the best paint is used while repainting the apartment. That’s when Bhatt appears as Sawalia. She urges Khurrana to ask questions related to the ‘best paint’ to make sure he gets what he requires.
Sundaresan AS, joint MD and CEO, JSW Paints, said, “As we build the paint company of the future, our aim is to help consumers make an informed choice. The insight behind this campaign is that often consumers blindly go ahead with what is being offered, without knowing what they get. Sawalia, an agent provocateur, continues to nudge consumers to ask the right questions and make the right choice! The campaign aims to assure its audience that it is indeed possible for a single paint brand to have it all. However, the only way to find out the benefits is by taking the initiative to ask”.
Govind Pandey, CEO, TBWA India, said, “Consumers in this category tend to be “sleep buyers” and make purchases based on perception or repeating past usage. JSW Paint’s innovations have enabled a range of paints complete with a far superior set of benefits. The JSW Paints Halo campaign is a way to awaken the Indian consumers and get them to demand more from their paint by asking questions.”