JSW Paints' Campaign Taps Upcountry Markets
JSW Paints apprises the launch of its marketing campaign 'Any Colour One Price' to India’s Tier II and upcountry markets. This campaign aims to bring about awareness in consumers on the different prices that they pay for different shades when they paint their homes and the inherent injustice in this way of pricing. In common categories like Apparel, Suitcases/travel bags, food items, etc. consumers pay the same price for their purchases irrespective of the colour. JSW paints believes that the case should be no different for paints – consumers should pay the same price for the category of paint irrespective of the shade.
“Consumers do not pay a different price for their colour of choice in other categories from apparels to automotives or cosmetics to durables. Why should they in paints? And most consumers are unware they pay extra for Colour when they buy paints, sometimes as much as the base paint itself. At JSW Paints we have thoughtfully brought the best in technology and global best practice to offer consumers the freedom of choice in colour with our promise of 'Any Colour One Price' – the first and only paint company to do so in India," expresses the Joint MD & CEO of JSW Paints, A.S. Sundaresan.
The campaign launches in over 60 towns in the South and West of India throughout of home media. It features colourful visuals of categories where consumers don’t pay extra for colours and invokes the question in the consumers mind as to why they have to pay extra for colours when it comes to paints? It also has a digital push as well to ensure that the message of 'Any Colour One Price' goes to every discerning customer across the country.
