MAM
Asian Paints launches lively new campaign for Damp Proof in South India
Music-led film inspired by ‘Rowdy Baby’ positions product as “Waterproofing Ka Superstar”.
MUMBAI: When leaks and scorching heat try to crash the party on your terrace, Asian Paints has found the perfect way to fight back with a dose of South Indian superstar energy. Asian Paints has rolled out a vibrant new integrated campaign for its Damp Proof waterproofing solution, specially crafted for markets across southern India. The campaign cleverly taps into the region’s deep love for cinema and music by drawing inspiration from the infectious energy of the iconic Rowdy Baby track.
At the heart of the campaign is the idea of positioning Asian Paints Damp Proof as the “Waterproofing Ka Superstar.” Much like the larger-than-life heroes of South Indian cinema, the product is portrayed as the dependable performer that delivers consistent protection when it matters most.
The ad film highlights Damp Proof’s dual benefits: robust protection against stubborn leakages and an advanced heat-reflective coating that can reduce surface temperatures by up to 10 degrees Celsius. This makes it especially relevant for homes that face intense monsoons and prolonged summer heat.
Asian Paints Limited managing director & CEO Amit Syngle said the campaign speaks to the lived reality of southern homes where terraces and outdoor spaces are extensions of daily life. “Disruptions like leakage and heat are not just inconvenient, they are highly visible and emotionally frustrating,” he noted. “We saw an opportunity to communicate a functional category through a format that feels inherently local and engaging.”
Ogilvy India, chief strategy officer Prem Narayan added that by leaning into high-energy, rhythmic storytelling inspired by a hit like Rowdy Baby, the team turned a technical problem into a cultural moment. “In the battle against heat and water leakage, there is only one hero that delivers a flawless performance,” he said.
Through its blend of catchy jingle, relatable storytelling and clear product benefits, the campaign aims to make waterproofing more top-of-mind for consumers while firmly establishing Asian Paints Damp Proof as the superstar of home protection in South India.
In a region where cinema and music rule the roost, Asian Paints has smartly turned a serious home problem into an entertaining, memorable performance. Because when it comes to keeping homes dry and cool, Damp Proof is ready to take centre stage.
Brands
Spark Eighteen acquires Voice AI startup JAM to boost capabilities
Deal brings voice tech edge as studio bets big on AI-led product growth
NEW DELHI: Spark Eighteen has acquired JAM, a Voice AI startup focused on building intelligent voice agents, in a move aimed at strengthening its capabilities in the fast-evolving artificial intelligence space.
Founded by Aayush Narang, Spark Eighteen has positioned itself as a global technology partner with a team of over 200 engineers, building digital products for startups and enterprises, particularly in the US market. The company operates a venture-building arm, Spark Eighteen Studio, alongside its investment vertical, Aay Capital, which backs early-stage startups.
JAM, founded by Ashish Khurana and Akshay Dewan, brings expertise in deploying scalable, human-like voice AI systems across use cases such as customer support, operations and workflow automation. Both founders were early team members at Zomato and Hyperpure, adding operational depth to the venture.
As part of the acquisition, Akshay Dewan will join Spark Eighteen as vice president of product and business operations, bringing experience in product strategy and scaling operations. Meanwhile, Ashish Khurana, who previously held leadership roles including senior director of engineering at Yubi and head of engineering at Zomato, will exit the company following the completion of the deal.
The acquisition will see JAM integrated into Spark Eighteen Studio, where it will contribute to building and scaling new AI-driven products, particularly in the voice interface layer, an area gaining traction as businesses look to simplify interactions with customers and systems.
Commenting on the move, Spark Eighteen founder Aayush Narang said, “Voice is emerging as a dominant interface in how businesses interact with customers and systems. JAM brings a strong foundation in this space, and together we aim to accelerate the adoption of intelligent, scalable voice solutions globally.”
Echoing this sentiment, JAM co-founder Ashish Khurana said, “We’ve always believed voice AI will fundamentally reshape user experiences in the tech and digital space. By joining Spark Eighteen, we are set to scale capabilities, talent and deploy faster across global markets.”
With this acquisition, Spark Eighteen is doubling down on its AI-first strategy, combining product engineering, venture building and investment under a unified ecosystem. As voice continues to gain ground as the next big interface, the deal positions the company to stay ahead in a rapidly shifting digital landscape.
