Mumbai: JSW Paints released a new ad film titled "Think Beautiful" on Friday to commemorate India's 75th Independence Day. The film drives home the brand's promise—"Thoughtful is Beautiful."

The film was conceptualised by TBWA\India. It captures India's struggle and originality in the same breath.

Always putting forth interesting takes on what beautiful truly means, JSW Paints seems to say real beauty is in our thoughts and it shows in the way a person, a home, a community, and a nation behave.

The new film takes "Think Beautiful" out of the four walls of a home and into the neighbourhood. It takes a leap and makes a larger point. The power that beautiful thoughts have to make our nation beautiful Playing off a relatable event, the film finds an ingenious twist. One that suits the mega occasion of India’s 75th Independence Day and puts a smile on your face.

This is a challenge that every neighbourhood in India faces. A problem that no amount of fines, warnings, or well-meaning public advisories has been able to solve. Until JSW Paints decided to modify the canvas and present a bold new answer in blazing tricolour.

Speaking about the new film, JSW Paints chief marketing officer Anuradha Bosesaid, "Since our launch, we have been standing by the clarion call to 'Think Beautiful'. Hence, we have ensured that every aspect of the JSW Paints brand has a never done before quality and a promise to deliver true value to our consumers. It appears everywhere-from our product innovations to price, community and marketing interventions."

Commenting on the widespread resonance of the work and its timing, TBWA\India CEO Govind Pandey said, "As India stands today at the precipice of the future, we are realising that only thinking good is not enough. Beautiful thoughts that translate into beautiful deeds are what truly make a meaningful difference. Our progressive stories for JSW Paints are a reflection of this realisation and signal our commitment to creating a thoughtful and beautiful India. There is no better time to highlight how individual acts contribute to a beautiful nation than the 75th Independence Day of the country."

Speaking about the inception of the idea, TBWA\India managing partner creative Parixit Bhattacharya said, "When a brand stands for beautiful thoughts, it becomes easy to imagine a beautiful world. We see our new film for JSW Paints as more than a film. It hints at a practical solution to a nagging problem nationwide. Here’s to making India more beautiful, one wall at a time."