JSW Paints, part of the $23 billion JSW Group, has rolled out a new campaign ahead of the festive season, highlighting its unique pricing model: the same price for any colour across its decorative paint range. The campaign continues the brand’s stand on transparent pricing and aims to draw attention to often-overlooked differences in paint pricing.
At the centre of the campaign is a new TV and digital film featuring brand ambassadors Alia Bhatt and Dulquer Salmaan. The film also marks the return of the character ‘Sawalia’, known for raising important questions in a relatable, humorous way. This time, Sawalia draws attention to a simple point: while most consumers inspect product labels in supermarkets, many ignore the pricing details on paint cans.
By encouraging Dulquer’s character to read the label on a JSW Paints pack, the film underlines how the company offers consistent pricing regardless of colour—potentially saving customers up to 15%. It ends with the line: “Dabba Padho, Bachat Karo”, urging viewers to be more mindful, even when buying paint.
Ashish Rai, CEO of JSW Decorative Paints, said, “People today are more conscious of what they buy, especially with food, health, and personal care. But that same awareness hasn’t yet reached the paint category. Through this campaign, we want to change that and make people look closer at what they’re paying for. Our ‘Any Colour, One Price’ promise is simple—it’s about fairness and value.”
TBWA\India, the agency behind the campaign, sees Sawalia as a way to connect with everyday consumers. “Sawalia is the voice of the curious, thoughtful consumer. She’s there to shake people out of habit and get them to ask questions,” said Govind Pandey, CEO of TBWA\India.
Russell Barrett, Chief Creative Experience Officer at TBWA\India, added, “Sawalia isn’t just a mascot—she reflects a shift in how people think today. We question what we eat, what we use, what we wear. So why not question how we buy paint?”
Launched in 2019, JSW Paints is part of the JSW Group and focuses on producing environmentally-friendly water-based paints. It operates two facilities: one for industrial coatings in Vasind, Maharashtra, and another for decorative paints in Vijayanagar, Karnataka, with a combined annual capacity of 170,000 KL.
Within just a few years, the company has become India’s largest producer of industrial coil coatings. Its decorative offerings are supported by the “JSW Paints Buddy” program, which helps consumers choose colours and products with personal guidance. The company continues to build its identity around its core idea: pricing clarity, environmental responsibility, and design inspiration—brought to life through its tagline, “Think Beautiful”.
