MAM
Berger Paints promises to reverse the effect of rain in new campaign
MUMBAI: Berger Paints has launched its new ad campaign for its exterior paint brand Weathercoat Allguard with the tag line “Reverse the effect of Rain”.
The creative agency that has worked on the campaign is Rediffusion Y&R.
The philosophy behind this new campaign is to break the clutter of the Truly Durable Exterior paint category and position ‘Weathercoat All Guard‘ as essentially a Silicon based water resistant paint which has inherent ability to repel water and thereby prevent the building from dampness, paint film swelling/flaking and fungus/ algae attacks.
The idea here revolves around the central theme of ‘Ulat Palat’, and shows the protected exterior walls of a house repelling the rain water.
The ad portrays this with the proposition of “Reverse the Effect of rain” where we see rain water reversing from all the objects and the walls of the Weathercoat Allguard “protected” house. The fact the Weathercoat Allguard has Silicon that pushes water away thereby keeping the house looking fresh and fungus free for years serves as the “Reason to Believe” (RTB) for this advertisement, the company said.
Berger Paints group product manager – marketing Suraj Das said, “Consumer Research states the Water is considered to be the singular biggest threat to the well being of the house. Weathercoat Allguard addresses this issue basic issue with its Silicon additive that repels water away from the wall surfaces. The new advertisement captures this idea with an interesting and innovative proposition of “Reverse the effect of rain” or “Palat do Baarish ka Asar”.
Rediffusion Y&R Kolkata creative director Nilanjan Dasgupta added, “The idea is to extend the platform of ‘reverse the effect of rain‘ to something more relatable and enjoyable. ‘Ulat Palat‘ is a catch phrase that summarizes the idea and brings out the magical element in the film.”
The TV campaign will be supported by an integrated marketing campaign with a 360° approach.
Brand Propagation will be done through Electronic Media (national and regional) reinforced at the ground level by outdoors. The commercial will also be aired at “neo conventional” medium like radio and “non conventional” medium like the Internet.
Brand Activation would be done at various touch-points in critical markets. It includes product demonstrations and consumer allurements.
MAM
Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
