Asian Paints has rolled out a new campaign for Apex Ultima Protek, spotlighting its Graphene-powered exterior paint that offers advanced protection against the demanding climatic conditions of Southern India. Fronted by chess icons Viswanathan Anand and Gukesh Dommaraju, the campaign creatively blends science and strategy to position the product as the “Grandmaster of Tough Protection.”
Video 1: https://www.youtube.com/watch?v=BTcwQzBpH7o
Video 2: https://www.youtube.com/watch?v=NeCQGbtVyCo
Video 3: https://www.youtube.com/watch?v=69r1kGyNcuM
The campaign film features Anand and Gukesh in a light-hearted battle of minds, drawing an analogy between the calculated moves of chess and smart, long-lasting protection for homes. Just as defence is critical on the chessboard, Apex Ultima Protek is portrayed as a strategic shield for exterior walls. Powered by Graphene, the paint strengthens the lamination system to deliver enhanced resistance against rain, heat, humidity and dust, backed by a 12-year performance warranty.
Speaking about the launch, Amit Syngle, MD & CEO, Asian Paints, said that innovation remains central to the brand’s approach. He highlighted that Graphene represents a significant advancement in exterior paint technology, enabling superior toughness and durability suited to Southern India’s coastal and humid climate. By featuring Anand and Gukesh, the campaign brings alive the idea of intelligent defence, uniting chess mastery with cutting-edge material science.
B. Ramanathan, Chief Client Officer, Ogilvy India, added that the pairing of the two grandmasters reinforces the importance of defence-both in the game of chess and in safeguarding homes. Their on-screen chemistry helps simplify the science behind Graphene while strengthening Apex Ultima Protek’s positioning as the ultimate protector for exterior walls.
With this campaign, Asian Paints continues to merge advanced innovation with culturally relevant storytelling to underline its leadership in home protection solutions.
