Ad Campaigns
Shalimar Paints innovates with Zero Damp Advance and Zero Damp Smart
Mumbai: Shalimar Paints Ltd., a pioneer in the Indian paints industry with a legacy of over 120 years, has launched two new innovative products, Zero Damp Advance and Zero Damp Smart, in their Home Protect Waterproofing range. Designed to set new industry benchmarks, these innovative additions offer unparalleled protection against seepage and come with a performance warranty of up to 12 years, ensuring enduring safeguarding of walls.
Shalimar Paints’ Zero Damp elastomeric waterproof coating is reinforced with fibres that protect from internal and external seepage by forming a sturdy waterproofing shield. Backed by superior technology and R&D, it features heat reflection capabilities to lower surface temperatures, ensuring cooler indoor spaces during scorching summers. With this launch, Shalimar Paints also rolled out an intriguing campaign, #IntelligentBanoJugaduNahi, to raise awareness about waterproofing walls. Noting the inclination of Indians towards quick fixes instead of permanent solutions for seepage, the company collaborated with two influencers from the field, Saurabh Jain and Palak Shah. They encouraged followers to share their ‘jugaadu’ while hiding seepage and highlighted the superior effectiveness of Shalimar Paints Zero Damp solutions.
Shalimar Paints director of sales & marketing Kuldip Raina said, “Dampness is a problem, witnessed by almost every Indian household, particularly in areas with high humidity or heavy annual rainfall. We are pleased to announce our two innovative products in the ZERO Damp Range that will protect your spaces from internal and external seepage and solve all your problems including dampness, cracks, flaking, fungal growth, and efflorescence. At Shalimar Paints, we are committed to delivering superior solutions that underscore our dedication to providing our customers with products that not only protect but also enhance the longevity of their homes.”
Speaking on the campaign, Shalimar Paints marketing head Varun Malik said, “As most people do not take the problem of seepage seriously, which leads to grave damage later, we also launched the #IntelligentBanoJugaduNahi campaign to raise awareness, on social media. The response has been overwhelmingly positive, and we believe it has successfully educated the importance of addressing seepage issues proactively.”
Zero Damp Advance offers double seepage resistance, crack bridging up to 3 mm, and can endure up to 20 per cent wall moisture, supported by a 12-year warranty. Its anti-algal and anti-fungal properties promote a healthy environment which is crucial during the rainy season, reducing fungal health risks. Alternatively, Zero Damp Smart provides affordable waterproofing with a 3-year seepage warranty and effective water damage protection. These new products were recently launched at a special event in Dubai (UAE), attended by over 300 dealers and partners.
Shalimar Paints’ steadfast commitment to quality and innovative products showcases its dedication to staying ahead in the competitive and evolving paint market. In line with its consumer-centric approach, the company has been upgrading its infrastructure, investing in cutting-edge Research and Development facilities, and revolutionizing its product offerings.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
