Asian Paints has launched a new campaign for its Ace and Tractor Emulsions following the introduction of Anti-Damp Technology in the products.
The campaign addresses one of the most common homeowner concerns in the economy paint segment — water marks on walls — while positioning the new technology as a solution aimed at improving long-term wall appearance and durability.
Conceptualised by McCann India, the campaign uses humour to depict the inconvenience caused by recurring water marks. The film features a homeowner repeatedly interrupted by a water mark personified as a mischievous character during a social interaction, reflecting a familiar household problem.
Asian Paints stated that the introduction of Anti-Damp Technology in Ace and Tractor Emulsions is intended to strengthen the products’ performance proposition within the economy segment. The company also announced a 4-year warranty on key product performance aspects.
Ace and Tractor Emulsions have been part of Asian Paints’ economy portfolio, with the company previously introducing variants such as Tractor and Ace Sparc and Tractor and Ace Shyne.
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 Ltd. 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.”
The campaign is being rolled out through films for both Ace Exterior Emulsion and Tractor Emulsion, focusing on the everyday relevance of the new feature for homeowners.
