JSW Paints has unveiled its Think Beautiful digital campaign, championing that real beauty resides in our thoughts and actions.

The film captures the nostalgic trip down-the-memory lane of two sisters as they take a tour of their childhood home.

The film has been conceptualised by TBWA\India.

Commenting on the new Think Beautiful campaign, A S Sundaresan, Joint MD and CEO of JSW Paints said, “Our film urges every Indian to preserve beautiful memories, as they are worth reliving. We believe that true beauty goes beyond superficial appearances. In this new film, we emphasize that it's the beauty of thoughts and inspiring actions that truly enrich the world and make life beautiful.”

Govind Pandey, CEO, TBWA\India said, “A thoughtful gesture is inherently more beautiful even if it means leaving a wall unpainted.”

According to Russell Barrett, CCExpO, TBWA\India, “Think Beautiful is more than a baseline, it’s a platform idea. It’s reflected in how the brand operates, manufactures and of course, communicates. In this film we’ve explored yet another dimension of this platform. That a beautiful thought runs deep, it has empathy and respect and it spreads beauty as well. The story of how a complete stranger respects and protects the memories of a couple of children she never thought she’d ever meet speaks to that idea of deep, meaningful and beautiful thoughts.”