MUMBAI, INDIA — Asian Paints, a leading name in the paint industry, is excited to announce the launch of a revolutionary water-proofing solution, Damp Proof, just in time for the monsoon season. With an innovative approach to engaging consumers, Asian Paints collaborated with a popular comedian, poet, and actor for a mushaira, Zakir Khan, redirecting conversations about monsoons towards practical and enjoyable discussions. Creative agency FCB Kinnect has conceptualized the campaign.
As the rainy season approaches, effective water-proofing solutions become paramount. Asian Paints recognized this opportunity and took the initiative to introduce Damp Proof, a state-of-the-art product that offers unparalleled protection against water damage and seepage. By launching this product, Asian Paints aims to enhance the living experience of homeowners and mitigate the challenges posed by monsoons.
The campaign kick-started with an unconventional event – a mushaira, a traditional form of poetry recitation. Asian Paints cleverly utilized this cultural platform to captivate the audience and steer the conversation towards a vital but often overlooked topic: water-proofing. By intertwining poetry with practical discussions, Asian Paints successfully engaged the participants, resulting in an unforgettable experience that left a lasting impression.
