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. Asian Paints Damp Proof delivers the most dependable & longlasting waterproofing that goes beyond preventing seepage to also combating rising heat. Its advanced heatreflective coating lowers surface temperatures by up to 10°C and is backed by a 10year waterproofing warranty, helping keep homes protected and comfortable throughout the year. This campaign brings the core propositions to life in an engaging, culturally rooted format. By using 'Qawwali', a form deeply rooted in Indian storytelling, we’ve transformed a technical category into a memorable cultural conversation, helping consumers better understand the difference between ordinary waterproofing and true Asian Paints Damp Proof Waterproofing. With Ranbir Kapoor leading the narrative, we drive home a critical message: har waterproofing “Damp Proof” nahi hoti - Asian Paints Damp Proof is the real waterproofing champion, offering dependable performance and enhanced living comfort for Indian homes.”
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.
