Kerala: In a groundbreaking move to address Kerala’s unique weather challenges, Asian Paints has unveiled Apex Ultima Protek, now enhanced with the revolutionary Graphene technology. Known for its exceptional durability and strength, this advanced exterior paint offers homeowners a robust solution against moss, algae, and frequent repainting—common issues caused by Kerala’s harsh monsoons and high humidity.
Apex Ultima Protek, often referred to as the ‘Lamination Paint,’ comes with a 12-year warranty, providing long-lasting weather resistance and keeping homes beautiful and protected. This innovation not only fortifies walls but also helps reduce clutter caused by repurposed paint buckets, a familiar sight in many Kerala households.
To promote this revolutionary product, Asian Paints has launched a captivating new campaign titled ‘Ultima Protek Graphene Bucket,’ conceptualized by Ogilvy India and directed by acclaimed Kerala filmmaker Basil Joseph. Featuring beloved actors Suraj Venjaramoodu and Chemban Vinod Jose, the ad humorously highlights the struggles of Kerala homeowners with frequent repainting and the ingenious reuse of empty paint buckets.
The story follows Chemban Vinod Jose, surrounded by old buckets repurposed for storage and gardening, until Suraj Venjaramoodu introduces Apex Ultima Protek. The transformation is instant—walls shine with a protective graphene layer, eliminating the need for constant repainting and broken buckets.
The Science Behind Apex Ultima Protek
Incorporating Graphene, a state-of-the-art elastomeric material, Apex Ultima Protek creates a robust barrier that protects walls from:
- UV fading
- Cracks
- Water damage
This innovation ensures resilience against extreme climatic conditions—from Kerala’s relentless rains to scorching heat—while enhancing the aesthetic and longevity of homes.
Speaking about the campaign, Amit Syngle, MD and CEO, Asian Paints, shared, “At Asian Paints, innovation and technology are at the core of everything we do. From Teflon to fibre-technology, and now to Graphene—the wonder material—we’ve continuously set new standards in the industry. With Graphene-powered Ultima Protek, we are providing the toughest protection against algae and fungi for Kerala homes. By focusing on technology-driven solutions, we aim to simplify the decision-making process for our informed consumers in Kerala, helping them make the best choices for their homes.”
Adding to this, Prem Narayan, Chief Strategy Officer, Ogilvy India, noted, “The campaign is rooted in Kerala’s unique cultural insight. In many Kerala homes, empty paint buckets find new life, repurposed for storage, gardening, and more. However, frequent repainting caused by persistent moss and algae often means these buckets accumulate over time. The campaign creatively contrasts this familiar scenario with the arrival of Ultima Protek with Graphene, interestingly showing how it disrupts the cycle of frequent repainting by delivering superior, long-lasting defence against Kerala’s challenging weather.”
With Apex Ultima Protek, Asian Paints has redefined exterior wall protection, bringing cutting-edge technology to Kerala homes and promising a new era of convenience and durability.
CREDITS:
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative Team: Kishore Mohandas R Parvathy, Krishna Kumar CG, Sougandh Pramod
Ogilvy Account Management Team: B Ramanathan, Dharal Goshalia, Vishwendra Singh Parmar, Shreyas Godse, Akash Singh, Farhan Khan
Ogilvy Planning Team: Prem Narayan, Kshitij Rajoria, Sanjay Pillai, Atharva Chandorkar
Production House: Blot Picture Company
Director: Basil Joseph
Producer: Joseph Kurian
