Homes in India face two forces every year: heavy monsoons and summer heat. When protecting terraces and rooftops, homeowners often rely on temporary fixes and waterproofing solutions.
With its campaign, Asian Paints Damp Proof puts the spotlight on the premise that not all waterproofing is the same.
For over 13 years, Asian Paints Damp Proof has been helping homeowners protect homes from water seepage and weather conditions. Designed to deliver protection, the solution forms a thick, seamless waterproofing membrane that prevents water ingress while standing against the climate.
Bringing this insight to life, the brand’s film featuring Ranbir Kapoor and Saurabh Shukla unfolds through a narrative with wit and exchanges. Rooted in homeowner realities, the film captures concerns from terrace leakages during monsoons to heat radiating from exposed rooftops.
Amid the dialogue, the campaign lands its message, ‘Aisi Waisi Waterproofing Nahi — Asian Paints Damp Proof hi lagao’.
Beyond preventing terrace leakages, Asian Paints Damp Proof also incorporates heat-reflective coating, which reduces surface temperatures by up to 10%, keeping homes cooler during peak summers.
With this campaign, Asian Paints reiterates its promise of protection positioning Damp Proof as a solution for waterproofing. Because when it comes to protecting a home, ‘Har waterproofing Asian Paints Damp Proof nahi hoti.’
Amit Syngle, MD and 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,” Syngle added.
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 roll out across a media mix encompassing Television, Digital, OTT, social platforms and cinema screens, anchored by cricket-led visibility.
