Mumbai: Asian Paints has unveiled its latest campaign for Apex Ultima Protek, showcasing Graphene-powered exterior protection designed to withstand Southern India’s harsh weather conditions. The campaign features chess legends Viswanathan Anand and Gukesh Dommaraju, blending science, strategy, and storytelling to position the product as the “Grandmaster of Tough Protection.”
The film presents Anand and Gukesh in a playful duel of wits, drawing a parallel between strategic brilliance in chess and intelligent defense for homes. Apex Ultima Protek’s advanced Graphene technology reinforces its lamination system, offering superior resistance against rain, heat, humidity, and dust, and comes with a 12-year performance warranty.
Speaking on the launch, Amit Syngle, MD & CEO, Asian Paints, said, “Innovation drives everything we create at Asian Paints, and the move towards Graphene-powered protection marks a major leap forward in the exteriors category. Southern India’s coastal weather deserves solutions rooted in advanced science, and Graphene enables a level of toughness and durability never seen before in exterior paints. Apex Ultima Protek powered with Graphene embodies this breakthrough. Featuring Viswanathan Anand and Gukesh Dommaraju, we have conceptualised this campaign to bring alive the idea of strategic, intelligent defence from the chess board to the exterior walls of your home. This communication brings together all the 3 grandmasters crafting the perfect move.”
B. Ramanathan, Chief Client Officer, Ogilvy India, added, “This campaign features Vishy and Gukesh emphasizing the importance of defence — in the game and for homes. Their chemistry lands the power of Graphene in a simple, engaging manner, positioning Asian Paints Apex Ultima Protek as the true Grandmaster of Home Protection.”
Through this campaign, Asian Paints reinforces its commitment to innovation, combining cutting-edge technology with culturally resonant storytelling to deliver unmatched exterior wall protection for homes in Southern India.
