MUMBAI:  Asian Paints launches an all-new TVC for Damp Proof - a technically advanced waterproofing solution from Asian Paints’ SmartCare range.  As per the TVC, the product is best used for water proofing terraces, roofs, parapets and any exterior vertical surfaces. 

Conceptualized by Ogilvy India, the TVC shows the protagonist is a Damp Proof user who is relieved of the recurring task of getting his home waterproofed every year unlike his neighbour, who has to undergo the waterproofing procedure every year. The neighbour and his family are shown to be quite flummoxed and frustrated, while the SmartCare Damp Proof user is shown to enjoy his summers relaxed and worry-free year after year.

Speaking about the new corporate ad, Asian Paints Limited COO Amit Syngle 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 & leakages in Indian homes. SmartCare Damp Proof offers consumers a 6-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.”