JSW Paints, in collaboration with Songdew, India’s leading platform for independent artists, has launched a unique campaign called “Sound of Colour.” This innovative initiative brings together music and colour in an immersive, emotional experience. The campaign features a collection of one-minute music videos, each designed to represent a specific colour from the JSW Paints portfolio. Each track, composed by prominent independent artists, captures the essence of the chosen colour, evoking its associated emotions.

The artists involved in the project include Kabir Cafe, EPR Iyer, Madhur Sharma, and Raghu Dixit. They have created tracks that explore the emotional depth of colours like orange (symbolizing passion and intensity), purple (representing confidence and creativity), blue (evoking calm and depth), and brown (conveying warmth and authenticity). The music videos are carefully crafted with real-set production techniques, featuring immersive frames that visually express the mood and energy of each colour. These videos not only showcase the artists’ talents but also enhance the overall storytelling experience, blending music and visuals seamlessly.

A.S. Sundaresan, Joint MD and CEO of JSW Paints, highlighted the campaign’s uniqueness, emphasizing that “Sound of Colour” offers a fresh way to experience colours by associating them with music. He explained that the collaboration with Songdew’s artists brings a new perspective to colour selection, making it a more emotionally engaging and immersive process. The campaign will be available across multiple digital platforms, ensuring a broad audience can experience this innovative approach.

Ashish Rai, Chief Business Officer of JSW Paints, echoed these sentiments, stating that JSW Paints views colour as more than just a visual element—it is an expression of emotion, creativity, and individuality. By merging colours with music, the campaign fosters a deeper connection between the two, offering a multi-sensory experience that celebrates artistic creativity.

Songdew’s platform, known for providing opportunities for independent musicians, plays a crucial role in bringing this collaboration to life. Sunil Khanna, the founder of Songdew, spoke about the profound impact both music and colours have on emotions, expressing excitement about the partnership with JSW Paints. Through this collaboration, Songdew aims to provide a fresh perspective on music and colour, celebrating artistic expression in its purest form. The “Sound of Colour” campaign marks a milestone in blending music, emotion, and visual storytelling in an innovative way.

Author: Ekta Bhurat