The ad, created by McCann Worldgroup, brings to life the product’s stain-repelling promise through a fun, family-centric narrative.
Asian Paints has launched its latest innovation in home décor-Apcolite All Protek, a premium interior emulsion designed to offer high durability, advanced stain resistance, and elegant aesthetics. Featuring Lotus Effect Technology, the paint provides a powerful shield against common household stains, making it ideal for modern, active Indian homes.
Inspired by the self-cleaning nature of lotus leaves, the Lotus Effect Technology actively repels stains like coffee, sauces, milkshakes, and crayons before they settle. The emulsion also includes flame-retardant properties, a refreshing fragrance, and comes in Matt and Shyne finishes. With a 6-year performance warranty, Apcolite All Protek offers a smart solution for stylish homes that demand both beauty and resilience.
Amit Syngle, MD & CEO, Asian Paints, commented:
“Indian homes today are more vibrant and dynamic than ever. From daily chaos to festive celebrations, every space sees a lot of action. With Apcolite All Protek, we’ve created a product that offers unmatched stain repellency and flame resistance, addressing the realities of contemporary living. It’s about stress-free elegance-where walls remain spotless without compromising on style.”
The launch is supported by a new TVC featuring Virat Kohli, brand ambassador for Asian Paints. Conceptualised by McCann Worldgroup, the film places Kohli in a lively household setting, where his beautifully painted home is put through a playful test by a spirited child armed with juice, milkshakes, and more. The emulsion easily fends off each mess, illustrating the product’s effectiveness through a light-hearted and relatable story.
Prasoon Joshi, CCO & CEO, McCann Worldgroup India and Chairman, McCann APAC, said:
“Asian Paints continues to lead with innovation. Apcolite All Protek, with its Lotus Effect Technology, marks a significant shift in the category-from stain removal to stain prevention. We brought this to life with a fresh, energetic narrative, and Virat Kohli’s presence lends authenticity and appeal that connects well with Indian families.”
The campaign is currently live across digital and television platforms, reinforcing Asian Paints’ commitment to innovation and homecare excellence.
