Campaign details
Brand: JSW Paints Brand owner: JSW Group Entrant company: TBWA/IndiaIdea creation: TBWA/India Mumbai Market: India Sector: Home improvement Media channels: Online video Budget: Up to 500k
Executive summary
India’s paint category is competitive, with established brands such as Asian Paints, Berger Nerolac and Akzo Nobel (Dulux) collectively holding 62% of the market share.
While JSW Group is one of India’s top conglomerates, when it came to paint, they were a challenger brand — an outsider with very little clout.
Outdated practices like...