Asian Paints has unveiled a new campaign for its waterproofing solution, Asian Paints Damp Proof, featuring Ranbir Kapoor and Saurabh Shukla. The campaign centres on reinforcing the distinction between temporary fixes and long-lasting waterproofing solutions, particularly in the context of India’s extreme weather conditions.
Indian homes face recurring challenges from heavy monsoons and intense summer heat, with terraces and rooftops often bearing the brunt. The campaign addresses the tendency among homeowners to rely on short-term or unreliable waterproofing measures, positioning Asian Paints Damp Proof as a durable and dependable alternative.
The product, which has been in the market for over 13 years, is designed to create a thick, seamless waterproofing membrane that prevents water seepage. In addition to moisture protection, it incorporates a heat-reflective coating that reduces surface temperatures by up to 10°C, offering dual functionality in both rainy and summer seasons.
The campaign film brings this proposition to life through a narrative featuring Ranbir Kapoor and Saurabh Shukla. Built around humour and conversational exchanges, the film reflects everyday homeowner concerns such as terrace leakages during monsoons and heat absorption from exposed rooftops. The storytelling approach uses wit and relatable scenarios to simplify a technical category for a broader audience.
At the centre of the campaign is the message: “Aisi Waisi Waterproofing Nahi — Asian Paints Damp Proof hi lagao”. The communication emphasises that not all waterproofing solutions offer the same level of protection, reinforcing the brand’s positioning as a reliable and long-term solution.
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 & long-lasting waterproofing that goes beyond preventing seepage to also combating rising heat. Its advanced heat-reflective coating lowers surface temperatures by up to 10°C and is backed by a 10-year 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.”
Sukesh Nayak, cco, Ogilvy India, added, “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 be rolled out across a comprehensive media mix including television, digital platforms, OTT, social media and cinema, supported by cricket-led visibility to maximise reach and engagement. By combining cultural formats with product messaging, Asian Paints aims to drive stronger recall and consumer understanding in a typically functional category.
