JSW Dulux Launches Velvet Touch Eterna Campaign
JSW Dulux Limited, a leading decorative paints and coatings company in India, announced the launch of a twin‑film advertising campaign for its newest product, Dulux Velvet Touch Eterna. The campaign was first shown during the live broadcast of the India versus West Indies T20 match on Star Sports HD and JioHotstar in Mumbai on 8 October 2026, with the television commercial (TVC) premiering on 6 October 2026.
The two‑film creative showcases an immersive visual journey through grand interiors and dream‑like settings, emphasizing the product’s rich sheen finish, lasting richness and vibrancy. After the cinematic sequence, the focus returns to the painted space itself, reinforcing the brand promise “A Stroke Unmatched”. The TVC will be rolled out nationally across television, leading General Entertainment Channels, news channels and digital platforms for a six‑week period, with format adaptations for each medium.
Joint Managing Director & CEO Rajiv Rajgopal said the campaign captures JSW Dulux’s aim to enable consumers to create aspirational homes that reflect individuality, sophistication and a distinct sense of style. CMO Vandana Krishnia added that the campaign was designed to bring the world of Dulux Velvet Touch Eterna to life in a way that feels as elevated and distinctive as the product itself.
About JSW Dulux Limited: formerly known as Akzo Nobel India Ltd., the company operates five state‑of‑the‑art manufacturing facilities, one R&D centre, regional offices and a pan‑India distribution network, employing approximately 1,300 people. In December 2025, JSW Paints – part of the US$ 23 billion JSW Group – became the new promoter of the company, providing scale, execution capability and long‑term commitment to building a market‑leading paint business. Backed by the JSW Group, JSW Dulux is focused on accelerating growth and strengthening its competitive position while delivering sustainable value for all stakeholders.