~ Asian Paints puts Tractor and Ace Anti-Damp into four TVF Panchayat reels — Tier 2/3 humour that already crossed 7.7 million views ~
Mumbai, September 2026: Asian Paints has partnered with The Viral Fever (TVF) for a four-reel branded series starring the cast of Panchayat, built to sell the Anti-Damp Technology in Tractor Emulsion and Ace Exterior Emulsion without sounding like a product demo.
The films lean on characters audiences already know — Kranti Devi, Banrakas, Damaad Ji, Vikas and Khushboo — and wrap a familiar economy-segment pain (watermarks that linger after dampness fades) inside village humour rather than a feature checklist. Across TVF and Asian Paints social, the set has already crossed 7.7 million views.
Product as punchline, not interrupt
Both Tractor and Ace carry Anti-Damp Technology designed so watermarks do not stay on walls once dampness subsides, plus a four-year paint performance warranty. That proposition is aimed squarely at homeowners in Tier 2 and Tier 3 towns entering a painting cycle — the same India that binge-watches Panchayat.
Vijay Koshy, President, The Viral Fever, said the brief was to land at the intersection of what a brand needs to say and what people actually want to watch: “Asian Paints gave us an opportunity to take a very relevant consumer insight and bring it into the world of Panchayat, using our characters and humour to tell the story in a way that feels natural to the audience… the message becomes part of the entertainment rather than an interruption.”
Economy emulsion, entertainment media
For marketers, the play is textbook branded content for Bharat: borrow a long-running character universe, keep the functional claim (anti-damp + warranty) intact, and let conversational reels do the reach work traditional 30-second spots struggle with in the economy paint aisle. The four reels are live across TVF and Asian Paints social platforms.
