Dailymirror.news,Mumbai, August 13, 2025:Marking this Independence Day, JSW Paints, one of India’s leading eco-friendly paint companies and a part of the US$23 billion JSW Group, has unveiled a new campaign film that reimagines how we experience the national flag. Launched across digital platforms, the campaign reinforces JSW Paints’ core philosophy: Think Beautiful.

Conceptualized by TBWA India, the film narrates a tender story of a father and son on their home terrace. As the national flag is hoisted on television, the son creates a hand-painted tricolour using JSW Paints’ Aquaglo range, turning each colour into a tribute – to the freedom fighters, to those who preserve unity, and to those who nurture the land. In a heartfelt moment, the son guides his visually impaired father’s hand across the painting, allowing him to experience the flag through touch and emotion. The film concludes with the evocative message: “Khoobsurti, jo dil ki aankhon se bhi dekhi ja sake.”

Ashish Rai, CEO of JSW Decorative Paints, commented, “Our Independence Day campaign emphasizes that beauty transcends visuals—it is deeply rooted in emotion and human connection. Through this story, we showcase how art and colour evoke feelings and unity, reflecting the essence of our Think Beautiful philosophy, where every product and story resonates with thoughtfulness, empathy, and creativity.”

Govind Pandey, CEO, TBWA India, added, “At TBWA India, we focus on ideas that challenge convention and create emotional connections. For this campaign, we wanted to translate the abstract concept of beauty into a deeply felt experience. Casting a visually impaired protagonist wasn’t just a creative decision—it was a commitment to authenticity. The film resonates emotionally while staying true to JSW Paints’ brand values.”

Russell Barrett, Chief Creative Experience Officer, TBWA India, remarked, “Some of the most impactful visuals are not just seen—they are felt. By casting someone who truly experiences the world differently, we were able to subvert clichés and humanize them. This film is more than storytelling; it is a demonstration of how Think Beautiful lives in unexpected moments.”