Paints Against Pollution
Can we sacrifice an A-lister bollywood celeb’s intelligence to get people to be smarter about buying paints?
CLIENT
JSW Paints
COMPANY
TBWA\India
ROLE
Concept, Script Writer, Polluter.
Problem:
No one knows that their paints contain toxins that are air pollutants.
Insight:
When people think they know it all, they end up looking the dumbest.
Idea:
Alia Bhat, JSW Paints’ brand ambassador, is one of India’s biggest stars, but not the brightest. She’s known to forget the Nation’s president on live tele. She has changed her image by doing amazing movies. We brought back her dumbness, by having her claim something as obnoxious as ‘paints spread pollution indoors’, but give it a positive twist in the end where the plot flips to show that she was right in her place and the rest of the world needs to increase their Paints’ GK.
Recognition:
Winner: APAC Effies - Direct Marketing - Silver
Winner: APAC Effies - David Vs Goliath - Bronze
Top 50 brands of the year by Campaign India.
Fun Fact
This campaign was conceived after hours of non-conceptions and failed attempts. There were tears involved. Only mine.
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This won’t make me look dumb, right?
Alia Bhatt
Bollywood A-lister, Lead Actress