Brands
Berger Paints introduces a hassle-free way of waterproofing with DAMPSTOP
Mumbai: Berger Paints India Limited introduces an innovate range of waterproofing products – Berger DAMPSTOP. These strategically composed products can perform multiple waterproofing-related treatments like damp, silane, or salt leaching treatment, seamlessly. Earlier waterproofing used to be a tedious task. It involved breaking open the surface to do waterproofing. With the introduction of this innovative product range, Berger Paints aims to simplify the process for consumers. In the current times, builders hardly get the time to cure the concretes of a building or a house, which consequently impacts the building’s longevity. Waterproofing not only protects the house from damages but also extends its life. To amplify the launch of one such innovative waterproofing product, Berger Paints has released a captivating TVC starring Akshay Kumar and Gulshan Grover. The TVC has been conceptualized by Mullen Lowe Lintas.
In the TVC, Kumar is seen playing the role of a renowned photographer and Grover as an antique collector. Filled with humour, the TVC aptly connotes the importance of waterproofing. The video starts with a photographer being utterly fascinated by an antique collector’s collection. But soon his “damn” gets replaced with “damp” as the gun holder falls off the wall due to dampness. In no time, the photographer realizes the issue, while the antique collector remembers his past waterproofing experiences and fears the initiation of another process where he imagines the entire wall being torn down as a part of the waterproofing process.
The video brings to the screen, the most common concerns of the customers. For instance, Grover is seen being worried about the fact that to conduct the necessary task of waterproofing he would have to break the wall and that would not only create severe mess but also will lead to the beginning of another lengthy process of waterproofing. To take care of his worries, Kumar introduces him to the contemporary way of waterproofing with Berger DAMPSTOP.
Berger Paints India Limited managing director & CEO Abhijit Roy says, “We strongly believe that the waterproofing market has a lot of potential in India and the demand for waterproofing products are increasing sharply day by day. Earlier painters used to shy away from performing the tedious task of waterproofing as the process was very complicated. However, with the introduction of our product range, Berger DAMPSTOP, we intend to make the entire process simpler and hassle-free. The nano-silicon technology enables the product to waterproof the wall without having to break it open. As we launch this range of innovative waterproofing products, we aim to make consumers aware of the benefits of the same through multiple avenues including TVCs and digital media to highlight the importance of waterproofing and how easy the process has become, in current times.”
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
