Asian Paints, a well-known paint brand, has introduced a new innovation in the form of Apex Ultima Protek, a graphene-powered exterior paint that provides long-lasting protection against moss and algae. The paint is designed to address the challenges faced by homeowners in Kerala, where harsh monsoons and high humidity lead to frequent repainting and storage needs.
The company has launched a new campaign, “Ultima Protek Graphene Bucket,” featuring a humorous and relatable ad film starring Suraj Venjaramoodu and Chemban Vinod Jose. The ad highlights the struggles of Kerala homeowners in repainting their walls due to moss and algae, and the introduction of Apex Ultima Protek, which can last up to 12 years and offers superior weather resistance.
The campaign aims to position the paint as a solution to the problem of repeated repainting, reducing the need for frequent paint bucket storeage and mess. The ad was conceptualized by Ogilvy India and directed by renowned filmmaker Basil Joseph.
According to Asian Paints’ Managing Director and CEO Amit Syngle, the company is committed to innovation and technology, having introduced several game-changing products in the past, including Teflon and fibre-technology. With Graphene-powered Ultima Protek, the company is providing the toughest protection against algae and fungi for Kerala homes.
The campaign is part of Asian Paints’ efforts to simplify decision-making for consumers in Kerala, who are seeking the best solutions for their homes. The company believes that its Graphene-powered paint will disrupt the cycle of frequent repainting and become a game-changer in the industry.