Asian Paints Unveils Graphene-Powered Apex Ultima Protek in New Campaign

Asian Paints has introduced a revamped version of its exterior paint, Apex Ultima Protek, now enhanced with Graphene to offer superior protection and durability. The upgraded formula, which includes a 12-year warranty, is designed to shield homes from harsh elements such as rain, sunlight, and dust, setting a new standard in exterior home protection.

To highlight this innovation, Asian Paints has launched a fresh advertising campaign titled “The Safe House,” featuring brand ambassador Ranbir Kapoor. In a cinematic twist, Kapoor takes on the role of a spy, embarking on thrilling escapades and navigating dangers in an exotic setting.

The ad, conceptualized by Ogilvy India and directed by Shashanka Chaturvedi, showcases Ranbir Kapoor in a suspense-filled scene, fleeing from enemies through a bustling Moroccan market. Finding sanctuary, he and his co-star retreat to a ‘Safe House’ fortified with Apex Ultima Protek, showcasing the paint's durability and resilience.

The narrative emphasizes how the ‘Safe House’ remains immune to threats, including missile attacks, symbolizing the paint’s ability to withstand extreme weather like intense sun, heavy rain, and dust. The campaign cleverly uses the spy story as a metaphor for the unmatched protection that Apex Ultima Protek provides.

Commenting on the new campaign, Amit Syngle, MD and CEO of Asian Paints, said, “Innovation is central to our mission at Asian Paints. From Teflon in Royale to Lamination in Ultima Protek, and now Graphene—the wonder material—we continually push the boundaries of what’s possible. With the addition of Graphene to Ultima Protek, we’re offering the toughest exterior protection for Indian homes. This campaign, featuring Ranbir Kapoor in a high-octane storyline, captures the essence of our brand’s commitment to innovation and durability.”

Sukesh Nayak, Chief Creative Officer at Ogilvy India, added, “This campaign transforms a paint ad into a gripping spy thriller, underscoring the security and strength of Graphene-enhanced Ultima Protek. The 'Safe House' concept illustrates that this is more than just a coat of paint—it's a fortress, a true barrier against the elements. Ranbir Kapoor’s portrayal as a super spy amplifies the narrative, showing how Ultima Protek turns any house into an unbreakable stronghold.”