Background

Berger DampGuard is a line of water-based paints and primers from Berger Paints that are designed to protect walls from dampness, algae, and hairline cracks. While competitors have positioned dampness as a social embarrassment problem, Berger recognized that the impact goes far deeper. Damp walls pose serious health risks, increasing respiratory issues by 30-50% (WHO) and contributing to conditions like impair immunity, hormone function, and causing mental health challenges. Despite these dangers, people often compromise with dampness, considering it an inevitable inconvenience. Berger aimed to challenge this narrative and elevate the conversation around dampness to highlight its severe health implications.

 

Core Idea

We identified a powerful insight: people unknowingly “compromise” with their damp walls much like they might in a toxic relationship. This inspired the metaphor of a “toxic relationship”—a concept that has become a cultural touchpoint on social media. By equating the acceptance of damp walls to enduring a toxic partnership, the campaign made the health risks relatable and emotionally resonant, sparking curiosity and conversation. This metaphor formed the foundation of a creative, multi-faceted campaign.

 

 

Execution

The campaign began with a teaser video styled as a national security broadcast, featuring Arifin Shuvoo, a beloved Bangladeshi actor. The mysterious message, aired on TV and social media, warned viewers about being in a “toxic relationship,” without immediately revealing the context. This intrigue was amplified through PR efforts with clickbait headlines, driving significant engagement.

To build credibility, we organized a roundtable discussion with prominent doctors, highlighting the health risks of dampness. The insights were shared widely through social media reels and posts.

The main campaign featured two TVCs that followed the lives of characters feeling suffocated in what appeared to be toxic romantic relationships. The twist revealed that their “toxic relationship” was with their damp walls. In each ad, Arifin Shuvoo appeared on their TV screens, explaining the health consequences of dampness and introducing Berger DampGuard as the solution. To further drive urgency, educational banners targeting parents emphasized the vulnerability of children to damp-related diseases.

 

 

Result

The campaign successfully reframed dampness as a serious health concern, resonating deeply with the audience. By leveraging the culturally relevant metaphor of a toxic relationship, it captured attention, sparked meaningful conversations, and positioned Berger DampGuard as a trusted solution for healthier living spaces. The strategy combined emotional storytelling, scientific credibility, and creative execution, making it a standout example of impactful brand communication.