Mumbai: Asian Paints has elevated its flagship exterior paint, Apex Ultima Protek, by incorporating Graphene— the revolutionary material known for its unparalleled strength, durability, and flexibility. This re-engineered paint offers an unbeatable 12-year warranty and sets a new benchmark for exterior protection, providing homes with the ultimate defense against nature’s harsh elements like heavy rains, intense sunlight, and persistent dust. Graphene’s powerful elastomeric properties ensure that homes remain shielded from UV fading, cracks, and water damage, making it the toughest and most reliable protection for Indian homes.
To showcase this groundbreaking innovation, Asian Paints has launched an exciting new campaign titled “The Safe House,” featuring the dynamic Ranbir Kapoor as the brand ambassador. In the ad, Kapoor takes on the role of a daring spy, navigating thrilling escapes from dangerous enemies. Directed by renowned filmmaker Shashanka Chaturvedi and conceptualized by Ogilvy India, the commercial is set against the vibrant backdrop of a Moroccan market. As Kapoor and his co-star narrowly escape missile attacks and relentless pursuits, they find refuge in an impenetrable “Safe House,” shielded by Ultima Protek powered by Graphene.
Despite repeated attacks, the Safe House remains untouched, symbolizing the unmatched protection that Ultima Protek provides. The cinematic masterpiece blends espionage and innovation, positioning the product as the ultimate shield against nature’s challenges, much like a spy’s invulnerable hideout.
Amit Syngle, MD and CEO of Asian Paints, commented on the new campaign, saying, “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. By focusing on technology-driven solutions, we aim to simplify the decision-making process for our consumers, helping them choose the best for their homes.”
He added, “This Ultima Protek campaign mirrors a blockbuster action movie brought alive by the presence of our brand ambassador Ranbir Kapoor. Brimming with action and drama, Ultima Protek powered by Graphene, paired with Ranbir’s charisma, is set to captivate the nation.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “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, a secure haven made impenetrable by the power of Graphene. The story is brought to life by Ranbir Kapoor stepping into the role of a super spy who uses the safe house protection in the most intense situations to complete his mission.”
CREDITS:
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative Team: Sukesh Nayak, Vivek Verma, Sourabh Pathak, Srinjayi Sengupta, Akshay Gawde, Apurva Hadap
Ogilvy Account Management Team: B Ramanathan, Amarinder Butalia, Dharal Goshalia, Vishwendra Singh Parmar, Shreyas Godse
Ogilvy Planning Team: Prem Narayan, Kshitij Rajoria, Sanjay Pillai, Atharva Chandorkar
Production House: Good Morning Films
Director: Shashanka Chaturvedi (Bob)
Producer: Robin D’Cruz, Cornelia D’Costa
