Ad Campaigns
JSW Paints’ launches its new product campaign
MUMBAI: JSW Paints, India’s environment-friendly paints company and part of the US $22 billion JSW Group, is launching a new product campaign for its luxury range of Halo Wall Finishes.
The Indian consumer is discerning and extremely conscious of how his/her walls look. However, when it comes to making a choice they ‘Sleep Buy’ thinking they are buying the best, often without knowing why it is the best. In the process, they get some benefits and miss many. JSW Paints encourages consumers to make an informed choice. It began with Sawalia questioning ‘Why pay extra for colour’. In this campaign, Sawalia questions consumers to find out if they are getting all the benefits they can get in their best paint. JSW Paints Halo range of finishes is top of its class offering that comes fully loaded and feature-packed. It has anti-stain (which makes it easy to clean stains off the wall), has Germ block (which protects the home interiors from bacteria, fungus, and viruses), has a rich sheen, offers best-in-class coverage, and comes with Any Colour One Price. Additionally, it is water-based and low VOC making it completely non-toxic and family-friendly. Conceptualized by TBWA, this campaign features Bollywood stars Alia Bhatt & Ayushmann Khurrana. The TVC will be promoted digitally during the IPL 2023 season and on all the leading television channels.
JSW Paints joint MD & CEO Sundaresan A.S said, “As we build the paint company of the future, our aim is to help consumers make an informed choice. The insight behind this campaign is that often consumers blindly go ahead with what is being offered, without knowing what they get. Sawalia, an agent provocateur, continues to nudge consumers to ask the right questions and make the right choice! The campaign aims to assure its audience that it is indeed possible for a single paint brand to have it all. However, the only way to find out the benefits is by taking the initiative to ask.”
TBWA India CEO Govind Pandey said, “Consumers in this category tend to be “sleep buyers” and make purchases based on perception or repeating past usage. JSW Paint’s innovations have enabled a range of paints complete with a far superior set of benefits. The JSW Paints Halo Campaign is a way to awaken the Indian consumers and get them to demand more from their paint by asking questions.”
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.
