Walls are our first line of defence not just from the vagaries of weather but also the excessive dust that comes from rapid urbanisation and pollution. Keeping this very need at the core, paint major Asian Paints has launched a campaign to showcase Ultima Protek as the gold standard in protecting the exteriors of homes.
The ad says Apex Ultima Protek, infused with lamination guard, protects homes for years and comes with a 10-year performance warranty.
Conceptualised by Ogilvy India, the ad is directed by Prasoon Pandey and portrays Ranbir Kapoor as an aspiring politician. His house, his pride, goes through the ups and downs of his political career with him, shields him in times of trouble and becomes his sphere of celebration in good times. Asian Paints Ultima Protek, the ‘lamination’ of his home, gives him the confidence that no matter the torture, his home will stay as good as new for years to come.
Amit Syngle, COO, Asian Paints Limited, said, “The consumer of today is showing more involvement in the painting process and is clearly looking for products offering unique solutions. Asian Paints Ultima has been at the forefront of technology-led innovation. Ultima Protek, with its lamination guard and 10-year performance warranty, is the gold standard of exterior paints today. Consumer research on exterior painting threw up a powerful mnemonic, ‘lamination’, a term that they interpreted to imply strong protection from multiple elements — water, dust and time itself. In this new film with Ranbir Kapoor, this ‘lamination-led protection’ is juxtaposed with a topic that evokes a passionate interest among Indian consumers — politics.”
Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai, said, “The film is a humorous take based on the life of a politician, whose life is full of ups and downs. And how the protection given to his house by Asian Paints Ultima Protek also gives the politician the confidence to just keep going on. No matter what.”