JSW Paints, part of the JSW Group, has launched a new campaign to announce the return of its iconic character Sawalia, and have partnered with Bollywood superstars Alia Bhatt and Ayushmann Khurana for the same.

Conceptualised by TBWA/India, this film aims to empower Indian consumers with the right information in order to make the right paint choices and educates customers about the benefits of JSW Paints’s product, PIXA, which offers maximum coverage.

In the film, Alia plays JSW Paints’s iconic character Sawalia. This will not only allow JSW Paints to leverage her star power and persuasion skills, but will also give them access to her and Ayushmann Khurana’s vast, devoted following.


AS Sundaresan, CEO of JSW Paints, has spoken up about the campaign: “Transparency, consumer enlightenment, and innovation have consistently driven our brand campaigns at JSW Paints. In this latest endeavour, the spirited Sawalia, embodied by Alia Bhatt, plays a pivotal role in encouraging consumers to ask the right questions, find the right answers and get maximum benefit from their informed choice.”

JSW Paints’s new campaign has been launched across key TV channels, along with digital and other platforms.