DULUX VELVET TOUCH ETERNA: A STROKE OF SUBTLE LUXURY

JSW Dulux has unveiled Dulux Velvet Touch Eterna through its new campaign, A Stroke Unmatched. Created by TBWA\Lintas, the campaign positions Eterna as the pinnacle of luxury interior emulsion, blending beauty with protection. By letting colour and craft speak, the brand appeals to discerning homeowners seeking understated sophistication this festive season.  

JSW Dulux has launched Dulux Velvet Touch Eterna, its latest uber-premium interior emulsion, with a campaign that redefines how luxury is communicated. Titled A Stroke Unmatched, the campaign created by TBWA\Lintas, part of Omnicom Advertising India, positions Eterna as the ultimate expression of luxury, combining unmatched beauty with lasting protection.  

The creative approach is built on the insight that true luxury does not need to be loud or ostentatious. Rather than spelling out what makes Eterna luxurious, the film allows the colours and the spaces they transform to speak for themselves. Viewers are taken on a journey through distinctive interiors, each animated by a particular shade from the Dulux Velvet Touch Eterna palette. In each setting, the right colour imbues the room with its own character, demonstrating how Eterna elevates spaces into refined expressions of individuality.  

For Dulux Velvet Touch, Eterna represents a step up in the uber-premium interior emulsion category. By leading with colour and craft rather than conventional claims, the brand seeks to build deeper consideration among style-conscious homeowners who aspire to a luxurious finish for their homes during the festive season.  

Rajiv Rajgopal, Joint Managing Director & CEO of JSW Dulux, explained the vision: “At JSW Dulux, our aim has always been to create products and experiences that enable consumers to bring their aspirational homes that reflect individuality, sophistication and a distinct sense of style to life. Dulux Velvet Touch Eterna’s new campaign captures this vision, of combining our expertise in luxury décor with elevated expression of luxury.”  

Vandana Krishnia, CMO of JSW Dulux, added: “With this campaign, we wanted to bring the world of Dulux Velvet Touch Eterna to life in a way that feels as elevated and distinctive as the product itself. The idea was to take consumers on a visual journey through extraordinary expressions of luxury.”  

The creative execution also carries a playful edge. Vasudha Misra, Chief Creative Experience Officer (North) at TBWA\Lintas, remarked: “Luxury is perhaps the most abused word in advertising today (right after ‘premium’). And when it comes to ‘luxury’, there are but a few tropes beloved by us advertising folks. The fancy art piece, the imperial-looking lady in a haveli, or the interpretive dance performance. So, which one did we use to pitch the extremely luxurious Dulux Velvet Touch Eterna? All of them, of course.”  

Amplified across television, connected TV, digital, out-of-home and print channels, the campaign ensures broad visibility while maintaining its refined aesthetic. By blending subtle storytelling with bold creative choices, JSW Dulux positions Eterna not just as a paint, but as a lifestyle statement. In doing so, the brand underscores that luxury today is about atmosphere, craft and quiet confidence — a stroke unmatched indeed.