Description
Waterproofing is a low-interest category—noticed only after damage is done. For Asian Paints Damp Proof, the challenge wasn’t just awareness, but relevance at the right moment, with proof of performance. Instead of buying attention, we created a live demonstration. During the India–England Test series—watched by over 200 million—rain delays are inevitable. We turned this disruption into our stage. We identified Old Trafford, statistically one of the wettest cricket grounds in the world, as the perfect stage for this activation. We went directly to Lancashire Cricket Council instead of the ECB, securing the hover cover branding rights at a cost 90% lower than the ECB association cost. Same ground. Same eyeballs. A fraction of the price When rain halted play during the 4th Test, Asian Paints Damp Proof-branded covers rolled onto the pitch—visibly protecting it in real time. Results: 45M+ TV & OTT viewers 42M+ social views 71M+ engagements 700%+ spike in positive mentions
