India – Asian Paints has launched a new campaign for its Damp Proof product, emphasising the long-term reliability of its waterproofing solution for Indian homes. Featuring actors Ranbir Kapoor and Saurabh Shukla, the campaign underscores the brand’s message that not all waterproofing products offer the same protection.
Done alongside Ogilvy India, the campaign comes amid recurring challenges for Indian homeowners, experiencing heavy monsoon rains and extreme summer heat.
The film leverages humour and portrays issues such as terrace leakages during monsoons and heat absorption on rooftops. The campaign’s tagline, “Aisi Waisi Waterproofing Nahi, Asian Paints Damp Proof hi lagao’ (No ordinary waterproofing, just use Asian Paints Damp Proof), reinforces the brand’s positioning as a dependable waterproofing solution.
Amit Syngle, MD & CEO of Asian Paints, said, “Indian homes face extreme weather from heavy monsoons to scorching summers, and terraces are often the most vulnerable. Our focus has always been on providing dependable terrace waterproofing that not only prevents seepage but also protects against rising heat. 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.”
Sukesh Nayak, Ogilvy India CCO, also commented on the creative approach: “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.”
Moreover, the campaign will roll out across television, digital, OTT, social media platforms, and cinemas, supported by cricket-led visibility, highlighting both the product’s protective benefits and the brand’s long-standing presence in the market.
