Mumbai: Asian Paints has introduced Anti-Damp Technology in its Ace and Tractor Emulsions portfolio, aimed at addressing water-mark related concerns for consumers in the economy paint segment while offering enhanced durability and long-term value.
The company said the upgraded product range will also come with a four-year warranty on key product performance parameters, reinforcing reliability and affordability for homeowners seeking durable paint solutions.
Ace and Tractor Emulsions are among Asian Paints’ most widely used brands in the economy category, having built strong recall among dealers, contractors and homeowners over the years. The portfolio has previously evolved through offerings such as the Tractor and Ace Sparc range focused on value and the Tractor and Ace Shyne range positioned around affordable sheen finishes.
With the addition of Anti-Damp Technology, the company is seeking to tackle one of the most persistent household concerns — water marks appearing on walls after dampness and moisture exposure. According to the company, the technology is designed to help prevent visible water marks, shifting consumer focus from short-term cost savings towards long-term product performance and assurance.
To support the launch, the brand has rolled out a new advertising campaign conceptualised by McCann India. The campaign uses humour to depict the inconvenience caused by recurring water marks, personifying the stain as a mischievous and disruptive character that repeatedly interrupts a homeowner during social interactions.
Speaking on the campaign, Rajesh Sharma, Head of Strategy, McCann India said, “Indian homes are extensions of personal pride. Which is why water marks are rarely just a wall problem. It chips away at how people feel about their own space. Instead of dramatizing the issue we chose humour, because the most effective way to confront an everyday truth is to make people laugh at how familiar it already is.”
Amit Syngle, MD and CEO of Asian Paints said, “Across India, we are seeing a clear shift in consumer expectations, where performance and aesthetics are equally important, regardless of the price segment. At Asian Paints, we have consistently anticipated these evolving needs and worked to democratize innovation at scale. Our offerings in this segment are supported by a 4-year warranty on key performance parameters, reinforcing reliability and long-term value. The introduction of Anti-Damp Technology in Tractor and Ace Emulsions takes this commitment further, bringing dependable protection against water-mark related concerns to the economy segment and expanding access to meaningful innovation for every Indian home.”
With the launch, Asian Paints aims to further strengthen its position in the economy paints category by combining affordability, durability and product innovation, while expanding access to advanced home improvement solutions for a wider base of Indian consumers.
