Campaign India Team
Oct 03, 2023

Akshay Kumar goes from 'damn' to 'damp' before Berger Paints steps in

Watch the film conceptualised by Lowe Lintas here

Berger Paints has announced the launch of a range of waterproofing products under the brand name Dampstop and rolled out a campaign featuring Akshay Kumar and Gulshan Grover.
 
Conceptualised by Lowe Lintas, the campaign consists of a film in which Kumar plays the role of a photographer. He's in awe of the collection of antiques at Grover's house and reacts to them by exclaiming 'damn' each time. This changes to 'damp' when Grover shows him an antique gun from the first World War and the wall behind him shows significant cracks. The film ends with Kumar introducing him to Berger Dampstop to make sure this doesn't happen in the future.
 
Abhijit Roy, managing director and CEO, Berger Paints India, said, “We strongly believe that the waterproofing market has a lot of potential in India and the demand for waterproofing products is increasing sharply day by day. Earlier painters used to shy away from performing the tedious task of waterproofing as the process was very complicated. However, with the introduction of our product range, Berger Dampstop, we intend to make the entire process simpler and hassle-free. The nano-silicon technology enables the product to waterproof the wall without having to break it open. As we launch this range of innovative waterproofing products, we aim to make consumers aware of the benefits of the same through multiple avenues including TVCs and digital media to highlight the importance of waterproofing and how easy the process has become, in current times.”
 
CREDITS:
 
Creative agency: Mullen Lowe Lintas
Client: Berger Paints
Chief creative officer: Sagar Kapoor
Group creative director: Joybrato Dutta  
Creative director: Ashish Kadam
Creative team: Bhoopendra Pandey and Sajal Das
Account management: Niladri Malakar and Anannya Ghosh
Production house: 30 Seconds Of Fame
Director: Uzer Khan
Post production studio: Prime Focus 
Source:
Campaign India

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