Kolkata : The exteriors of our homes face constant challenges like heavy rains, intense sunlight and continuous dust. Over time, this can affect the look and durability of homes, leaving homeowners searching for a long-term solution. Asian Paints, trusted by homeowners across India, has taken its flagship exterior paint, Apex Ultima Protek—also known as the Lamination Paint—to the next level by powering it with Graphene, a revolutionary material that brings unmatched protection and strength. With a 12-year warranty, this re-engineered paint becomes the top choice for exterior protection.
Graphene, the lightest yet strongest material ever tested, is changing industries with its great strength, flexibility, and durability. Now, it makes Asian Paints Apex Ultima Protek a strong barrier that protects homes from UV fading, cracks, and water damage. Graphene’s advanced elastomeric properties is the strongest and most reliable protection for Indian homes.
To bring this new product to life, Asian Paints has launched an all-new campaign, ‘The Safe House,’ with brand ambassador Ranbir Kapoor. In the commercial, Ranbir Kapoor is seen as a spy for the first time, making thrilling escapes from dangerous situations.
The ad begins in a Moroccan market as it takes viewers on an adventure. Ranbir, as the dashing agent, along with his heroine, escape through winding streets with enemies chasing them. Just when a missile locks onto its target, Ranbir cleverly runs to their ‘Safe House,’ protected by Ultima Protek powered by Graphene.
The enemy tries everything—missiles and non-stop attacks—but the Safe House stands strong. This ad brilliantly captures Ultima Protek’s protection against every element like the heat of the sun, heavy rains, or persistent dust.
The campaign mixes espionage with innovation to show how Ultima Protek, powered by Graphene, brings an unmatched performance. The safe house acts as the brand’s promise in protecting homes from external challenges.
Speaking about the new Ultima Protek campaign, Amit Syngle, MD and CEO, Asian Paints, commented, ‘At Asian Paints, innovation and technology are at the heart of everything we do. From Teflon in Royale to Lamination in Ultima Protek and now Graphene—the wonder material—we’ve consistently set new benchmarks in the category. With Graphene-powered Ultima Protek, we’re delivering the toughest protection for Indian homes. By focusing on technology-driven solutions, we aim to simplify the decision-making process for our consumers, helping them choose the best for their homes.’
