#JSWPaints #ThinkBeautiful #IndependenceDay2025 #Khoobsurti #AzaadiKaRang #ExperienceColourDifferently #TricolourWithHeart
Chandigarh: This Independence Day, JSW Paints, India’s leading environment-friendly paints company and a part of the US$ 23 billion JSW Group, released a powerful new film that reimagines how Indians can experience the tricolour. The campaign, conceptualized by TBWA\India, has been launched across digital platforms to reinforce the company’s brand philosophy of Think Beautiful.
The Film: A Tender Story of Colour, Touch and Emotion
At the heart of the film lies a poignant interaction between a father and son. As the national flag is raised on television during Independence Day celebrations, the young boy creates a hand-painted version of the tricolour using JSW Paints Aquaglo. However, this is no ordinary painting. Each stroke is filled with textured detailing, turning colours into stories – a tribute to those who won us freedom, those who safeguard our unity, and those who nurture the land.
In an emotional moment, the son guides his visually impaired father’s hand across the textured painting, enabling him to feel the flag through touch and emotion. The film closes with a moving line:
“Khoobsurti, jo dil ki aankhon se bhi dekhi ja sake.”
(Beauty that can be seen through the eyes of the heart.)
Voices Behind the Campaign
Ashish Rai, CEO of JSW Decorative Paints, highlighted how the film reflects the brand’s deeper values:
“Our Independence Day campaign highlights that beauty is not just visual, it is rooted in emotion and profound human connection. This story explores how art and colour can evoke emotion and unity. It captures the core of our Think Beautiful philosophy – where every product and story is designed to resonate with thoughtfulness, empathy and creativity.”
Govind Pandey, CEO, TBWA\India, explained the agency’s vision:
“At TBWA\India, we believe in ideas that challenge convention and connect deeply. With JSW Paints, we’ve consistently explored what ‘Think Beautiful’ means beyond the surface. This Independence Day, our film attempts to transform an abstract idea like beauty into something tangible – something deeply felt. Casting a blind protagonist wasn’t just a creative choice; it was a commitment to truth. The result is a piece that resonates emotionally, while staying true to JSW Paints’ brand values.”
Adding further, Russell Barrett, Chief Creative Experience Officer, TBWA\India, said:
“Sometimes, the most powerful visuals don’t come from what’s seen – but from what’s felt. In this film, we wanted to challenge the very idea of how beauty is perceived. That meant casting not an actor playing blind, but a man who truly sees the world differently. His performance doesn’t just subvert the clichés we’ve grown used to – it humanises them. This isn’t just a film. It’s our way of showing that ‘Think Beautiful’ can live in the most unexpected moments.”
Reimagining the Tricolour
JSW Paints’ campaign takes a fresh perspective on the Indian tricolour, urging citizens to experience Independence Day beyond the visual spectacle of flags, parades and ceremonies. By introducing texture and tactile artistry, the film demonstrates that the spirit of freedom and unity can be experienced with all senses – not just sight.
The campaign also aligns with the brand’s identity as a progressive and empathetic organisation that continuously seeks to engage with audiences in meaningful ways. In doing so, JSW Paints reaffirms that “Think Beautiful” is not a tagline but a philosophy – one that celebrates inclusivity, human connection and deeper ways of experiencing life.
The Larger Message
Independence Day has always been a time of patriotic pride and reflection. With this campaign, JSW Paints extends the conversation from celebration to introspection – asking Indians to think about how beauty, freedom and togetherness can be experienced differently. It is an invitation to shift perspectives, embrace diversity of experiences, and recognise that true beauty often lies beyond what meets the eye.
Hashtags
#JSWPaints #ThinkBeautiful #IndependenceDay2025 #Khoobsurti #AzaadiKaRang #ExperienceColourDifferently #TricolourWithHeart
