JSW Paints & Ayushmann Khurrana team up for iBlok campaign

JSW Paints, a frontrunner in eco-conscious paint solutions and a key player in the US$23 billion JSW Group, has introduced a dynamic brand campaign for its iBlok Waterstop product range. In the captivating "Khoobsurat Soch" campaign, Bollywood luminary Ayushmann Khurrana advocates for a shift towards "Thinking Beautiful" to safeguard homes beyond mere surface embellishments. The campaign, slated for release across television networks, digital platforms, and social media, aims to raise awareness about the crucial need for waterproofing amidst India's home décor frenzy.
Despite the nation's fervor for adorning their abodes, the imperative of waterproofing often slips under the radar, leaving homes vulnerable to water seepage and moisture. JSW Paints' iBlok campaign ingeniously underscores this oversight, employing a blend of wit and insight to spotlight the comprehensive protection afforded by the iBlok Waterstop range. With the theme of effortlessly blocking out nuisances in life, the campaign champions iBlok's ability to empower homeowners to unleash their creative flair while fortifying every nook and cranny against water-related woes.

Crafted by TBWA/India, the campaign's centerpiece features Ayushmann Khurrana navigating everyday challenges with aplomb, armed with the simple yet potent shield of iBlok Waterstop.
Mr AS Sundaresan, Joint MD &CEO of JSW Paints, emphasized the campaign's ethos, urging consumers to "Think Beautiful" with the assurance that iBlok stands as a stalwart guardian of their aesthetic aspirations.
Govind Pandey, CEO of TBWAIndia, echoed this sentiment, remarking, "Thinking beautiful extends beyond mere creation to the preservation of beauty itself."

Russell Barrett, CCExpO, TBWAIndia 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 iBlokwaterproofing range blocks and protect our homes from the elements? The film dramatizes that perfect world with a humorous reminder that iBlokwaterproofing range of paints protects our homes from the irritants on the outside, unfortunately not for those found on the inside.”

JSW Paints' iBlok Waterstop Range emerges as a beacon of reliability, offering consumers a steadfast solution to waterproofing concerns. Whether safeguarding interiors, exteriors, cracks, or roofs, the iBlok Waterstop 3K product's revolutionary three-component Crystalline Waterproofing solution promises unparalleled durability and efficacy. By addressing a spectrum of issues from capillary action to crack bridging, iBlok ensures that walls retain their pristine allure while standing guard against moisture-induced damage.