The exteriors of our homes are the first defence against nature’s relentless elements—heavy rains, intense sunlight, and persistent dust. Over time, these factors can impact the look and durability of homes, leaving homeowners in search of a long-lasting solution. Enter Asian Paints, a brand trusted across India. The brand has elevated its flagship exterior paint, Apex Ultima Protek, to new heights by infusing it with Graphene. It is a revolutionary material renowned for its exceptional strength and durability. Offering a 12-year warranty, this re-engineered paint sets a new standard for exterior protection. And, Asian Paints speaks about with its new campaign with Ranbir Kapoor.
Asian Paints’ latest campaign, The Safe House, features brand ambassador Ranbir Kapoor. He steps into the role of a spy for the first time. Conceptualised by Ogilvy India and directed by Shashanka Chaturvedi, the commercial unfolds in a vibrant Moroccan market. Ranbir, as the suave agent, navigates thrilling escapes with his heroine, evading enemies through winding streets. When a missile locks onto them, Ranbir’s brilliant idea saves the day. They retreat to an impenetrable Safe House protected by Ultima Protek powered by Graphene. Despite relentless attacks, the Safe House remains untouched, symbolising the paint’s resilience against extreme weather and environmental challenges.
Graphene, the lightest yet strongest material known, is reshaping industries with its unmatched strength, flexibility, and durability. Now, it powers Apex Ultima Protek, creating an ultra-strong barrier that shields homes from UV fading, cracks, and water damage. Its advanced elastomeric properties make it the most reliable protection for Indian homes.
From The Leadership Desk
Speaking about the campaign, Amit Syngle, MD and CEO of Asian Paints, stated, “At Asian Paints, innovation and technology are at the heart of everything we do. From Teflon in Royale to Lamination in Ultima Protek, and now Graphene—the wonder material—we’ve consistently set new benchmarks in the category. With Graphene-powered Ultima Protek, we’re delivering the toughest protection for Indian homes.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, “This campaign is an exciting, gripping spy thriller that brings to life the incredible safety and strength of Ultima Protek with Graphene. The creative concept of ‘Safe House’ demonstrates how this house is more than just a shelter—it’s a fortress, made impenetrable by the power of Graphene.”
