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Asian Paints has introduced Anti-Damp Technology in its Ace and Tractor Emulsions, targeting one of the most common concerns in Indian homes—water marks on walls. Designed for the economy segment, the upgrade aims to balance aesthetics, durability, and affordability while offering a visible improvement in wall performance. The company has also announced a 4-year warranty on key product performance aspects, reinforcing long-term value for homeowners.
The new technology helps prevent water marks that typically appear after damp walls dry, enhancing the overall look and longevity of painted surfaces. Supporting the launch, a new campaign by McCann India uses humour to depict water marks as an intrusive character, highlighting the everyday inconvenience faced by homeowners. The initiative builds on the strong equity of the Ace and Tractor range, known for delivering reliable performance at accessible price points.
Amit Syngle, MD and CEO of Asian Paints Ltd., said, “The introduction of Anti-Damp Technology in Tractor and Ace Emulsions reflects our commitment to democratizing innovation and delivering reliable, long-term performance across price segments, making advanced solutions accessible to every Indian home.”