Description
Waterproofing is a low-interest category, noticed only after damage is done. For Asian Paints Damp Proof, the challenge was to make its performance visible at the right moment, without relying on traditional media. During the India–England Test series, one of cricket’s most-watched events, rain delays naturally command massive, undivided attention. We turned this interruption into our media moment. Data identified Old Trafford Cricket Ground as one of the most rain-interrupted venues in the series. Rather than invest in a costly series-wide partnership with the England and Wales Cricket Board, the brand took a smarter route by partnering directly with Lancashire County Cricket Club to secure hover cover branding at 90% lower cost. When rain halted play, Asian Paints Damp Proof took centre stage. The branded covers rolled onto the pitch, turning a passive delay into a live, unmissable demonstration of waterproofing in action. Results: 45M+ TV & OTT Viewership 71M+ Total Engagements
