May 8, 2024: JSW Paints, a subsidiary of JSW Group, has unveiled a fresh brand campaign for its iBlok Waterstop product line, featuring Bollywood actor Ayushmann Khurrana. Dubbed “Khoobsurat Soch,” the campaign encourages Indian consumers to enhance their notion of beauty by safeguarding their homes beyond surface wall coatings. The campaign, set to air on television, digital, and social platforms, aims to raise awareness about the importance of waterproofing walls to prevent water leakage and dampness.
The iBlok campaign employs a quirky approach to illustrate how we easily block various elements in life, spotlighting the comprehensive protection offered by the iBlok Waterstop range. Developed by TBWA/India, the advertisement showcases Ayushmann Khurrana tackling tricky situations with a simple yet effective solution to prevent leakage from damaging the ceilings in his new home.
JSW Paints’ iBlok Waterstop Range provides consumers with waterproofing solutions to address leakage and moisture issues, ensuring the longevity and protection of their walls. The iBlok Waterstop 3K product, a three-component Crystalline Waterproofing solution, offers waterproof coating for interiors, exteriors, cracks, and roofs, addressing concerns from capillary action to crack bridging to anti-efflorescence.
AS Sundaresan, joint MD and CEO of JSW Paints, said, “We urge our consumers to ‘Think Beautiful’ and when they do we are always there. The insight behind the campaign is that when a customer has a ‘Khoobsurat Soch’ to have a beautiful ceiling – often affected by leakage, JSW Paints iBlok range is there to ensure it is surely protected.”
Russell Barrett, CCExpO, TBWA/India, said, “JSW Paints has stood for disrupting the category through thoughtful innovations for years now. With this film, the brand asked the provocative question – wouldn’t it be nice if more irritants in life could be blocked just as easily as iBlok waterproofing range blocks and protect our homes from the elements? The film dramatises that perfect world with a humorous reminder that iBlok waterproofing range of paints protects our homes from the irritants on the outside, unfortunately not for those found on the inside.”
(Featured image sourced from the official Instagram handle of Ayushmann Khurrana)
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