Asian Paints, in association with Ogilvy India and director Abhinay Deo, has released a new ad campaign for their Ultima Protek paint featuring actor Ranbir Kapoor in double roles as both a magician and a confident contractor. The ad conveys the message that Ultima Protek offers the best protection for homes against rain, sun, and dust.
Speaking about the new Ultima Protek campaign, Amit Syngle, MD and CEO, Asian Paints, commented, “The simple insight has always been that people laminate the most precious things for longevity and homes are the most precious possessions. When you use Asian Paints Ultima Protek, you don’t just paint, you laminate your homes against different forces of weather: the brand promise that we have been delivering consistently over time. ‘Lamination’ as a communication, has been associated via different avatars of Ranbir over the years, has created a behavioral shift where consumers have started asking for a lamination wala paint. Continuing the same, this ad intends to further strengthen the association of Lamination and Asian Paints Ultima Protek leaving a smile on the viewer’s face.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “Ultima Protek from Asian Paints has been synonymous with lamination wala exterior paint. Our new campaign further strengthens this association. Featuring Ranbir Kapoor, the ad is an exciting take on the idea that all you need is Ultima Protek to keep your home safe and looking new.”
The campaign will also be promoted through print, outdoor advertising, in-store displays, and digital channels.
Watch the film here:
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative Team: Sukesh Nayak, Prasad Kulkarni, Vivek Verma, Srinjayi Sengupta, Akshay Gawde
Ogilvy Account Management Team: VR Rajesh, Manish Tilwani, Vishwendra Singh Parmar, Abhishek Kulkarni, Ritu Arora
Ogilvy Planning Team: Prem Narayan, Kshitij Rajoria, Rajeev Chanda
Production House: Ramesh Deo Production
Director: Abhinay Deo
Producer: Apurba Sengupta