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.
MAM
Beacon Group appoints Dr Rajesh Patel as Group CEO
36-year healthcare veteran to lead Beacon Diagnostics, Vector Biotek, Biogeny.
MUMBAI: A new chief, a fresh diagnosis and a sharper prescription for growth. Beacon Group has appointed Dr Rajesh Patel as its Group Chief Executive Officer, effective April 1, 2026, signalling a decisive push to scale its presence in the diagnostics and IVD space. Patel steps into the role with 36 years of experience across the healthcare and diagnostics industry, bringing a career shaped by leadership roles spanning sales, marketing, business development and operational strategy. His mandate is both expansive and precise: to steer the group’s overall strategic direction while tightening coordination across its three core entities Beacon Diagnostics, Vector Biotek and Biogeny Diagnostics.
In practical terms, that means driving cross-company synergies, accelerating market expansion and strengthening organisational capability areas increasingly critical as diagnostic players compete for scale in a fragmented yet rapidly evolving healthcare ecosystem. The group is positioning itself to capture unmet demand across chain laboratories, key accounts and standalone labs, segments that remain underserved despite growing diagnostic needs.
The appointment comes at a time when the In Vitro Diagnostics (IVD) sector in India is entering a more competitive and innovation-led phase, with companies focusing not just on product pipelines but also on service delivery, integration and customer-centric models. Beacon’s leadership appears to be betting that Patel’s execution-focused approach can help translate ambition into operational momentum.
Welcoming the appointment, Chairman Dr D K Joshi described Patel’s induction as a strategic move aligned with the group’s long-term vision, emphasising the role of leadership depth in navigating the next phase of growth.
For Beacon Group, the message is clear, in a sector where precision matters, leadership is the new differentiator—and this appointment is intended to set the tone for what comes next.
