Berger Paints unveils new campaign featuring Akshay Kumar for launch of its new waterproofing products

Berger Paints India introduced a new range of waterproofing products – Berger Dampstop.

The products can perform multiple waterproofing-related treatments like damp, silane, or salt leaching treatment, seamlessly.

With the introduction of this product range, Berger Paints aims to simplify the process for consumers. In the current times, builders hardly get the time to cure the concretes of a building or a house, which consequently impacts the building’s longevity. Waterproofing not only protects the house from damage but also extends its life. To amplify the launch of one such innovative waterproofing product, Berger Paints released a captivating TVC starring Akshay Kumar and Gulshan Grover.

The campaign has been conceptualised by MullenLowe Lintas.

In the TVC, Kumar is seen playing the role of a photographer and Grover as an antique collector. Filled with humour, the TVC aptly connotes the importance of waterproofing. The video starts with a photographer being utterly fascinated by an antique collector’s collection. But soon his “damn” gets replaced with “damp” as the gun holder falls off the wall due to dampness. In no time, the photographer realises the issue, while the antique collector remembers his past waterproofing experiences and fears the initiation of another process where he imagines the entire wall being torn down as a part of the waterproofing process.

The video brings to the screen, the most common concerns of the customers. For instance, Grover is seen being worried about the fact that to conduct the necessary task of waterproofing he would have to break the wall and that would not only create severe mess but also will lead to the beginning of another lengthy process of waterproofing. To take care of his worries, Kumar introduces him to the contemporary way of waterproofing with Berger Dampstop.

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 are 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.”

Berger campaign:

Agency Credit Details:

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

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