In a moment that blurred the lines between live cricket drama and real-time brand storytelling, Asian Paints made heads turn at the Test match at Old Trafford Stadium, as unexpected showers brought the spotlight onto the Asian Paints Damp Proof-branded hover cover. The brand turned a routine pitch cover into a sharp, real-time reminder of the brand’s waterproofing promise. Asian Paints took this promise of protection a step further by roping in legendary commentator, ex-cricketer and pop-culture icon Navjot Singh Sidhu to spotlight its advanced waterproofing solution, bringing Damp Proof’s message
to life in a way only Sidhu can.
With his signature flair and punchy couplets, Navjot Singh Sidhu brings the brand’s message to life through a powerful sher that cleverly draws parallels between the unpredictability of monsoons and the uncertainty of a cricket match – both demanding resilience and readiness. Whether it’s defending the pitch or protecting homes from relentless rain, Damp Proof stands strong as the waterproofing champion. Just as every match needs a dependable player under pressure, every home needs a reliable shield when rain strikes. Inspired by this very spirit, Asian Paints Damp Proof steps up, not just for homes, but now even on the cricket field actively guarding against seepage and dampness.
This moment marketing is already gaining traction across social media, with users applauding the creative thinking, real-time relevance, and the brand’s seamless ability to own a high-emotion moment during a rain-delayed match. Videos of the hover cover rolling onto the field paired with Sidhu’s energetic couplets are being widely shared, with fans calling it one of the most inventive integrations in recent sports advertising.
With this activation, Asian Paints Damp Proof steps beyond home protection to stake its claim on the cricket field, reminding viewers and homeowners alike that whether it’s a rooftop or a cricket pitch, true champions always come prepared.
