MAM
JSW Paints launches new TVC celebrating Independence Day
Mumbai: JSW Paints is adding colour to India’s Independence Day celebrations with a film that captures the colours of the Indian national flag. Conceptualised by TBWAIndia, the campaign offers a fresh perspective on the Indian national flag, celebrating the diversity of its colours. The campaign has been launched across digital platforms.
While the tricolour flag is recognised for its saffron, white, and green, JSW Paints’ new campaign subtly highlights the importance of every colour symbolising the unity, pride, and achievements of the nation. The film follows school children playing during their recess. The game involves identifying objects of a specific colour collectively chosen by these children. As the game progresses, the film celebrates the colour blue through different objects in the classroom.
The playful climax is a moment of joy as the film concludes on a powerful note, celebrating the significant role of blue, which symbolises progress, and the force that keeps the nation moving forward and keeps the tricolour soaring high. With this film, JSW Paints reaffirms its commitment to delivering messages that resonate with the spirit of India, highlighting the diversity that makes our nation truly unique.
Commenting on the new Independence day campaign, JSW Paints joint MD and CEO AS Sundaresan said, “Our Independence Day campaign celebrates the colours that build our national identity. Colours that bring the country together and instill pride in what in what we do. It reflects our aim to be thoughtful and bring out the stories behind every colour.”
TBWAIndia CEO Govind Pandey said, “JSW Paints pays tribute and draws attention to the colour blue that is at the heart of our National Tiranga and is the colour that unifies us as a nation through our support of ‘team blue’.”
According to TBWAIndia CCExpO Russell Barrett, “This is the third year running that JSW Paints has produced a film celebrating Independence Day. This year we decided to disrupt in a whole new way, by celebrating the colour blue in the ‘tricolour’. The film dramatizes the colour blue in a surprising and unexpected way. Recognising it as a colour of many achievements and bringing it into focus allows us to introduce a beautiful and unique thought to this years’ Independence Day celebrations.”
MAM
Shanu Singh steps down as director – The Economic Times brand at BCCL: Reports
Marketing leader joined BCCL in July 2025 to lead brand strategy for the business daily
MUMBAI: Shanu Singh has stepped down from her role as director of The Economic Times brand at Bennett, Coleman & Co Limited, according to reports.
Singh joined the company in July 2025 to lead brand strategy and integrated marketing initiatives for the flagship business daily across platforms. During her stint, she worked on strengthening brand positioning, deepening audience engagement and advancing advertiser-focused initiatives.
A marketing executive with nearly two decades of experience, Singh previously served as chief marketing officer at ASK Asset & Wealth Management. She has also held senior roles at Standard Chartered Bank and Kotak Mahindra Bank.
Her next move has not yet been announced.
