Mumbai: Asian Paints has unveiled a revolutionary innovation in interior finishes — Apcolite All Protek, powered by Lotus Effect Technology. Designed to meet the evolving needs of modern Indian homes, the new emulsion offers best-in-class stain repellence, flame-retardant properties, and a sophisticated aesthetic — all with a refreshing fragrance and a six-year performance warranty.
In a dynamic campaign featuring brand ambassador Virat Kohli, the product’s breakthrough technology takes centre stage. Conceptualised by McCann Worldgroup, the new ad captures the unpredictability of everyday family life — children with juice boxes, milkshakes, and crayons — and how Apcolite All Protek protects interiors with ease, repelling stains before they even settle.
Amit Syngle, MD & CEO, Asian Paints Ltd., said, “At Asian Paints, we spend a lot of time understanding how homes are evolving, and our innovations reflect what today’s consumers truly need from their spaces. Today’s households are dynamic—full of celebrations, children, pets and everyday activities that leave their mark. With Apcolite All Protek and its Lotus Effect Technology, we’ve created a solution that responds to this reality. It takes the stress out of keeping walls clean with best-in-class stain repellency. It’s a step towards smarter, more seamless living, where homes reflect elegance and endure daily wear with ease.”
The Lotus Effect Technology is inspired by the natural self-cleaning ability of lotus leaves. This advanced formulation forms a protective shield that prevents common household stains — from sauces and crayons to coffee and milk — from adhering to surfaces. Available in Matt and Shyne finishes, the paint also offers flame-retardant safety for peace of mind in active homes.
Prasoon Joshi, Chief Creative Officer & CEO, McCann Worldgroup India, added, “Innovation and performance define Asian Paints, and Apcolite All Protek exemplifies that spirit. With its revolutionary ‘Lotus Effect Technology,’ it prevents stains before they even stick, which is a true shift in the stain ‘removal’ category. Bringing this innovative feature to life visually needed a fresh approach, and with Virat Kohli leading the charge, this campaign delivers both charm and impact.”
