Mumbai: JSW Paints, India’s leading environment-friendly paints company and part of the US$ 23 billion JSW Group aims to empower Indian consumers by promoting transparency in the paint industry. The new campaign witnesses the return of the iconic character Sawalia portrayed by Alia Bhatt with a strong commitment of empowering Indian consumers with the right information while making their paint choices. JSW Paints’ visually captivating film educates customers about the benefits of their product, PIXA which offers maximum coverage. The new campaign is launched across key TV channels, digital and other platforms.

The heart of the new JSW Paints campaign revolves around the best-in-class coverage offered by Pixa. This unique product proposition is showcased through innovative elements coming live in a cinematic narrative featuring brand ambassadors Alia Bhatt and Ayushmann Khurana.

JSW Paints CEO  AS Sundaresan  “Transparency, consumer enlightenment, and innovation have consistently driven our brand campaigns at JSW Paints. In this latest endeavour, the spirited Sawalia, embodied by Alia Bhatt, plays a pivotal role in encouraging consumers to ask the right questions, find the right answers and get maximum benefit from their informed choice."

Speaking about Pixa, the brand tailored for both interior and exterior surfaces in the value segment, AS Sundaresan emphasised its distinct feature - Covermax. which enables it to offer best-in-class coverage - a feature which is extremely important to customers in this category. Covermax isn't just an attribute; it's a comprehensive customer value proposition. It enables customers to complete the painting of their homes with minimum paint consumption. In addition, Pixa is the only brand in its category that offers over 1808 shades with the JSW Paints promise of ‘Any Colour One Price’.

TBWA/India CEO Govind Pandey added, “Given the low involvement in the category, consumers are still stuck in their expectations at the decades-old level from their paint while the latest feature of JSW Paints has raised the delivery on coverage substantially.”