Mumbai: In a powerful blend of cultural insight and brand innovation, Asian Paints Damp Proof, India’s leading waterproofing solution, took center stage during the recent India vs. England Test match at Old Trafford with a first-of-its-kind brand activation.
In partnership with FCB Kinnect, the brand transformed a typically frustrating cricket moment—rain interruptions—into a live demonstration of its core promise: protection from water damage. The pitch cover, deployed during rain delays to shield the heart of the game, was branded with Asian Paints Damp Proof, turning an ordinary utility into a high-impact storytelling platform.
Amit Syngle, MD & CEO, Asian Paints, said, “Cricket is deeply loved in India, and when rain interrupts a match, it creates a moment everyone talks about. As India’s leading waterproofing solutions brand, we leveraged this moment to demonstrate our expertise where it truly counts. By integration on the cricket rain pitch cover, we reinforced our promise of protection in the most impactful way.”
The activation resonated with millions of cricket lovers and fans watching across the globe, drawing attention not only to the game but to the protective promise of Damp Proof—mirroring how the brand safeguards Indian homes against water seepage and monsoon damage.
Rohan Mehta, CEO, FCB Kinnect, shared, “Brand leaders lead conversations, rather than join them. We saw the rain interruption and turned it into a moment of brand truth, and it became a real-time demonstration of the brand’s promise. At FCB Kinnect, this is the kind of creative integration we thrive on—culturally resonant and undeniably effective.”
Neville Shah, CCO, FCB Kinnect, added, “Rain is truly frustrating when it comes to cricket. Covering the pitch to keep it dry has always been a part of the sport. Spotting the media opportunity with a seamless connection to our core proposition is what makes the idea truly stand out. It’s not just ANY sponsorship. It’s relevant.”
This innovative campaign reinforces Asian Paints Damp Proof’s position as a thought leader in the waterproofing category and showcases the brand’s commitment to culturally relevant, consumer-first marketing. By turning a rain delay into a brand demonstration moment, Asian Paints has once again proven that even interruptions can be powerful brand stories.
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