JSW Paints has rolled out a campaign, 'Think Beautiful' ahead of Independence Day.

Conceptualised by TBWAIndia, the campaign consists of an ad film. 

The film unfolds on a quiet terrace, where a father and son share an intimate Independence Day morning. As the national flag is hoisted on TV, the son paints his own tricolour using JSW Paints Aquaglo, each hue telling its own story — saffron for the heroes who won our freedom, white for those safeguarding our unity, green for the hands that nurture our land. His father, who is visually impaired, feels the flag come alive through his son’s gentle guidance, tracing its colours with his fingertips and heart. It ends on a moving note: “Khoobsurti, jo dil ki aankhon se bhi dekhi ja sake” (beauty seen through the eyes of the heart). 

What we think about it: With restrained, heartfelt storytelling, the film turns its philosophy into a tangible experience, using colour as a conduit for emotion and connection. The brand integration feels natural, not just enabling the occasion of Independence Day but embodying the message that beauty can be felt beyond sight.

Ashish Rai, CEO, JSW Decorative Paints, said, “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, TBWAIndia, said, “At TBWAIndia, 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 convert an abstract idea like beauty into something deeply felt – quite literally. Casting a blind protagonist wasn't just a creative choice, it was a commitment to truth. And the result is a piece that resonates emotionally, while staying true to JSW Paints’ brand values.”

Russell Barrett, chief creative experience officer, TBWAIndia, added, “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.”