JSW Paints Celebrates Beautiful Memories in New Digital Film

JSW Paints, India’s leading environment friendly paints company and part of US$ 23 billion JSW Group celebrates beautiful memories in its new Think Beautiful digital campaign. It champions that real beauty resides in our thoughts and actions.

The film captures the nostalgic trip down the memory lane of two sisters as they take a tour of their childhood home. Every room in the home echoes with their laughter. Every nook and corner holds memories from their childhood. As they go around reliving memories, they realise that everything about the house has changed. However, their old room offers a heart-warming surprise. This slice of life film highlights how a small thoughtful action has the potential to bring people together. This moment is heart-warming and reflects the magic of preserving beautiful memories. The new campaign showcases that real beauty lies in our thoughts and goes beyond appearances.

Commenting on the new Think Beautiful campaign, Mr AS Sundaresan, Joint MD and CEO of JSW Paints said, “Our film urges every Indian to preserve beautiful memories, as they are worth reliving. We believe that true beauty goes beyond superficial appearances. In this new film, we emphasize that it's the beauty of thoughts and inspiring actions that truly enrich the world and make life beautiful.”

Govind Pandey, CEO, TBWAIndia said, “A thoughtful gesture is inherently more beautiful even if it means leaving a wall unpainted.”

Acoording to Russell Barrett, CCExpO, TBWAIndia, “Think Beautiful is more than a baseline, it’s a platform idea. It’s reflected in how the brand operates, manufactures and of course, communicates. In this film we’ve explored yet another dimension of this platform. That a beautiful thought runs deep, it has empathy and respect and it spreads beauty as well. The story of how a complete stranger respects and protects the memories of a couple of children she never thought she’d ever meet speaks to that idea of deep, meaningful and beautiful thoughts.”