Asian Paints has rolled out a campaign for its SmartCare range of waterproofing products.
Conceptualised by Ogilvy, the campaign consists of a film which in a light-hearted way shows how the product can be used to waterproof terraces, roofs, parapets and other exterior vertical surfaces.
It shows the story of two men. One is going the chemical waterproofing route while the other is using Asian Paints to waterproof his terrace. Two years later, the neighbour and his family are shown to be frustrated, while the Asian Paints SmartCare user is care free.
Amit Syngle, COO, Asian Paints, said, “The core need of consumers facing waterproofing problems is to find an effective long term solution. Asian Paints’ brand SmartCare, is one of the first brands to launch a ‘warranty waala waterproofing’ in the Indian market. The terrace has always been considered one of the major sources of dampness and leakages in Indian homes. SmartCare Damp Proof offers consumers a six-year minimum assurance against a chemical waterproofing which doesn’t last beyond a regular monsoon cycle. The new TVC delivers this message in a fun and casual way through a friendly banter between neighbours which is pleasant to watch.”