Ad Campaigns
Independence Day 2022: JSW Paints launches a new film ‘Think Beautiful’
Mumbai: JSW Paints released a new ad film titled “Think Beautiful” on Friday to commemorate India’s 75th Independence Day. The film drives home the brand’s promise—”Thoughtful is Beautiful.”
The film was conceptualised by TBWAIndia. It captures India’s struggle and originality in the same breath.
Always putting forth interesting takes on what beautiful truly means, JSW Paints seems to say real beauty is in our thoughts and it shows in the way a person, a home, a community, and a nation behave.
The new film takes “Think Beautiful” out of the four walls of a home and into the neighbourhood. It takes a leap and makes a larger point. The power that beautiful thoughts have to make our nation beautiful Playing off a relatable event, the film finds an ingenious twist. One that suits the mega occasion of India’s 75th Independence Day and puts a smile on your face.
This is a challenge that every neighbourhood in India faces. A problem that no amount of fines, warnings, or well-meaning public advisories has been able to solve. Until JSW Paints decided to modify the canvas and present a bold new answer in blazing tricolour.
Speaking about the new film, JSW Paints chief marketing officer Anuradha Bosesaid, “Since our launch, we have been standing by the clarion call to ‘Think Beautiful’. Hence, we have ensured that every aspect of the JSW Paints brand has a never done before quality and a promise to deliver true value to our consumers. It appears everywhere-from our product innovations to price, community and marketing interventions.”
Commenting on the widespread resonance of the work and its timing, TBWAIndia CEO Govind Pandey said, “As India stands today at the precipice of the future, we are realising that only thinking good is not enough. Beautiful thoughts that translate into beautiful deeds are what truly make a meaningful difference. Our progressive stories for JSW Paints are a reflection of this realisation and signal our commitment to creating a thoughtful and beautiful India. There is no better time to highlight how individual acts contribute to a beautiful nation than the 75th Independence Day of the country.”
Speaking about the inception of the idea, TBWAIndia managing partner creative Parixit Bhattacharya said, “When a brand stands for beautiful thoughts, it becomes easy to imagine a beautiful world. We see our new film for JSW Paints as more than a film. It hints at a practical solution to a nagging problem nationwide. Here’s to making India more beautiful, one wall at a time.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
