Mumbai: Asian Paints has unveiled a new campaign for its waterproofing solution, Damp Proof, reinforcing the importance of reliable, long-lasting protection for Indian homes against extreme weather conditions.
The campaign, featuring Ranbir Kapoor and Saurabh Shukla, brings to life everyday homeowner challenges such as terrace leakages during monsoons and heat absorption during summers. Through a lively and humorous narrative, the film delivers a clear message: “Aisi Waisi Waterproofing Nahi — Asian Paints Damp Proof hi lagao.”
For over 13 years, Asian Paints Damp Proof has been positioned as a durable waterproofing solution, designed to create a thick, seamless membrane that prevents water seepage while withstanding India’s diverse climatic conditions. The product also incorporates advanced heat-reflective coating that can reduce surface temperatures by up to 10°C, helping keep homes cooler during peak summers.
Commenting on the campaign, Amit Syngle, MD & CEO, Asian Paints said, “Indian homes face extreme weather from heavy monsoons to scorching summers and terraces are often the most vulnerable. With Asian Paints Damp Proof, our focus has always been on providing dependable terrace waterproofing that not only prevents seepage but also protects against rising heat. Its advanced heat-reflective coating lowers surface temperatures by up to 10°C, keeping homes cooler during peak summers. This campaign brings that promise to life in an engaging, culturally rooted format, reinforcing our leadership in waterproofing and our belief that the beauty of a home must be supported by a strong solution beneath the surface as well because when it comes to long-lasting protection, Asian Paints Damp Proof is truly Waterproofing ka Asli Champion.”
Sharing insights on the creative approach, Sukesh Nayak, CCO, Ogilvy India, said, “With Asian Paints Damp Proof, we wanted to move beyond functional waterproofing communication and create something that sticks — literally and culturally. The Qawwali format allowed us to dramatise a very real problem in Indian homes while delivering a sharp message: not every waterproofing solution offers the reliability of Asian Paints Damp Proof.”
The campaign will be rolled out across television, digital, OTT, social media, and cinema platforms, supported by high-impact visibility during cricket programming. Through this initiative, Asian Paints aims to reinforce Damp Proof’s positioning as a trusted waterproofing solution for Indian households.
CREDITS:
Client: Asian Paints
Agency: Ogilvy, Mumbai
CCOs (Ogilvy): Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmakar
Creative Team (Ogilvy): Vivek Verma, Apurva Hadap, Akshay Gawde, Chaitali Mane
Account Management Team (Ogilvy): B Ramanathan, Anish Raghu, Ritu Pandya, Shreyas Godse, Rupali Shriram
Planning Team (Ogilvy): Prem Narayan, Kshitij Rajoria, Sanjay Pillai, Atharva Chandorkar
Production House: Colonial Films
Director: Shayak Roy
Producer: Rupesh (Pintu) Mishra
