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Asian Paints Causeway Triumphs at Effie Awards for Revolutionary “AquaSafe” Campaign

Asian Paints Causeway, a leader in Sri Lanka’s coatings industry, secured the highest award in its category at the prestigious Effie Awards for its highly impactful marketing campaign for SmartCare ‘AquaSafe’. The campaign, centered on the resonant tagline “වැස්සත් මට්ටුයි, ගෙදරත් දිස්නෙයි”, was recognized for its creative excellence and its effectiveness in redefining the waterproofing market in Sri Lanka.

The accolade was presented at the Effie Awards Sri Lanka 2025 gala ceremony, held recently at the Monarch Imperial, Sri Jayawardenepura Kotte. As the global gold standard for marketing effectiveness, the Effie Awards honor ideas that deliver tangible results. Asian Paints Causeway’s win in this competitive arena underscores the company’s ability to blend technical innovation with deep consumer insights to drive market-leading performance.

The award-winning campaign addressed a chronic pain point for Sri Lankan homeowners - the seasonal struggle against dampness and structural moisture damage. While traditional waterproofing solutions were often viewed as purely functional and aesthetically limiting, the campaign for ‘AquaSafe exterior protection with waterproofing’ disrupted this narrative. It positioned the product as a premium emulsion that offers 2x superior elongation and robust resistance to algae and fungi, without compromising on the visual brilliance of the home.

Commenting on the win, Mr. Vaithilingam Kiritharan, Country Head of Asian Paints Causeway stated, "At Asian Paints Causeway, our innovation is driven by a deep, empathetic understanding of our customers. We create tailor-made solutions that reflect the specific needs of the Sri Lankan household. This marketing success was possible because we looked beyond communicating the functional requirements of waterproofing to understand how our customers think and what they anticipate. By aligning our communication with their desire for both uncompromising protection and aesthetic pride, we were able to connect with them on a truly personal level."

Reflecting on the strategy, Anuradha Edirisinghe, Head of Marketing and Activation added, "The campaign’s success lies in translating complex technical superiority into a simple, emotionally resonant promise. This recognition validates our data-driven approach and confirms that combining creative storytelling with genuine product efficacy significantly shifts market perceptions and drives measurable growth".

Executed across television, digital, and ground-level activations, the campaign leveraged relatable household scenarios to demonstrate AquaSafe’s Rain Guard Technology. By showcasing the product’s ability to withstand up to 3 bars of water pressure while maintaining a "just-painted" shine, the campaign drove record-breaking engagement and significantly expanded the brand's footprint in the premium exterior segment.

This latest recognition follows the brand’s success at the Sri Lanka Institute of Architects (SLIA) Awards, where AquaSafe received the Excellence Award - the highest honor bestowed by the nation’s apex professional body for architecture. This further solidifies the product's status as the preferred choice for both industry professionals and homeowners alike.

Asian Paints Causeway is a part of the Asian Paints Group, one of the world's leading paint companies. With a commitment to bringing international R&D and technical expertise to the Sri Lankan market, the company continues to pioneer sustainable and innovative coating solutions that redefine durability and aesthetics for the modern built environment.