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
Magellanic Cloud names Syed Ameeruddin CEO of e-surveillance arm
Keeping a sharper eye on the future, Magellanic Cloud is putting a seasoned watcher in charge.
MUMBAI – Magellanic Cloud Ltd. has elevated Syed Ameeruddin as Chief Executive Officer of its e-surveillance business, bringing its iVIS and Provigil operations under a unified leadership to accelerate growth in intelligent monitoring and infrastructure solutions.
Ameeruddin, a nearly two-decade veteran of the company, steps into the role after leading the e-surveillance vertical. His career trajectory—from Business Development Manager to the top of the vertical—reflects a steady climb built on operational depth, client engagement, and strategic execution across multiple subsidiaries.
Over the years, he has played a central role in expanding the company’s footprint, strengthening client relationships, and streamlining operations. He has also been instrumental in integrating acquisitions, helping align new businesses with Magellanic Cloud’s long-term strategy while stabilising performance across diverse domains.
More recently, Ameeruddin has contributed to securing key mandates spanning railways, the National Highways Authority of India, and the BFSI sector—wins that have bolstered the company’s order book and deepened its presence in critical infrastructure.
Commenting on the move, Joseph Sudheer Thumma said Ameeruddin’s leadership has been “pivotal in shaping the e-surveillance business,” citing his ability to drive growth, build teams, and deliver strategic wins as key to the company’s journey. His elevation, Thumma added, is expected to further accelerate expansion in AI-driven surveillance and infrastructure solutions.
The transition comes as demand surges for AI-enabled monitoring, centralised command systems, and large-scale deployments across mission-critical environments. Magellanic Cloud’s e-surveillance segment—anchored by iVIS and Provigil—has emerged as a significant growth engine, delivering projects across banking, transport, highways, and public infrastructure.
In his new role, Ameeruddin will focus on scaling platform capabilities, expanding deployments in complex environments, and developing integrated solutions that enhance real-time intelligence and operational resilience. He will continue to serve as Chief Operating Officer of the company alongside his new responsibilities.
With this leadership shift, Magellanic Cloud is doubling down on its ambition to stay ahead in India’s rapidly evolving surveillance ecosystem—where seeing, increasingly, is not just believing, but predicting.
