Asian Paints has launched a new campaign for its waterproofing solution, Damp Proof, highlighting the need for durable protection against India’s extreme weather conditions.
Featuring Ranbir Kapoor and Saurabh Shukla, the campaign underscores a core message for homeowners: not all waterproofing solutions offer the same level of reliability. Built around the line, “Aisi waisi waterproofing nahi, Asian Paints Damp Proof lagao,” the film uses humour and everyday scenarios to bring to life common concerns such as terrace leakages during monsoons and heat from exposed rooftops.
Asian Paints Damp Proof, which has been in the market for over 13 years, is designed to provide long-lasting protection through a thick, seamless waterproofing membrane that prevents water seepage while withstanding harsh climatic conditions. The product also features a heat-reflective coating that can reduce surface temperatures by up to 10°C, helping keep homes cooler during peak summers.
Amit Syngle, MD & 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.”
Speaking about the creative approach behind the campaign, 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 positions Damp Proof as a dependable solution for homeowners, reinforcing the brand’s promise of long-term protection. It will be rolled out across television, digital, OTT, social media and cinema, with a strong push during cricket-led programming.
