Mumbai: Asian Paints holds a unique understanding of the demographic and psychographic landscape of the consumers in Kerala. The brand understands that while the people of Kerala love rains, there is a sore spot when it comes to what it can do to their homes. Algae, cracks and fungus have forever been a key pain point for the Malayali consumer. Keeping in mind this severe problem, Asian Paints has launched Acrylic Fibre Technology in UltimaProtek. This undisputed, differentiated offering is not only environmentally responsible but, comes with best-in-class 10 year performance warranty with 6 year water-proofing warranty as well.To promote the same, the brand has launched a TVC exclusively for the Kerala market.
Ultima is considered as the best exterior paint for Kerala conditions and Asian Paints for years has had memorable ads for Ultima. Given the high recall that Ultima has enjoyed, the new adhad to build on the equity that Ultima has and take it a notch higher with a superior offering.Fibre in Ultima Protek was seen by customers as something unique and for the consumer, Fibre meant strength, water-resistance & more, which became the premise for the ad.The film begins with what appears to be a normal chat between two friendly neighbours. But unknown to both, a harmless selfie between them suddenly gets the whole state excited. This film shows how something seemingly innocuous can become the biggest talking point in today’s digital age.
Asian Paints’ new Malayalam TVC for UtimaProtek has been released all over Kerala and is being aired on all prime channels. Conceptualised by Ogilvy & Mather, the ad is directed by National Award (animation) winning Director, E. Suresh, who is also known for his famous ad campaigns and is on the panel of international juries.
Commenting on the launch, Amit Syngle, COO, Asian Paints Limited, said, “In today’s paint market, it is critical to provide solutions to customer problems and at the same time, beseen by customers as trendsetters. For many years, Apex Ultima and Apex have been consumer favourites when it came to exterior painting in Kerala. With UltimaProtek fortified with acrylic fibre technology, we now offer the best exterior paint for Kerala weather. In the newly launchedMalayalam television commercial for UltimaProtek, we are riding on the current wave of realism in Malayalam cinema and are using everyday folks with a liberal dose of current humour, both of which are unique to Kerala.”
The Acrylic Fibre Technology is a high performance technology, which offers a stronger paint film with a smooth finishand makes cracks and algae go for a toss, ensuring your house will look for years. Now with this ultimate monsoon-friendly product offering, you can finally achieve the dream of an eternally beautiful and spotless home.
