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Asian Paints presents Fibre Ulla Ultima Protek to give protection from cracks and algae

Conceptualised by Ogilvy India, the campaign shows Ultima Protek as a one-stop solution for problems pertaining to exterior walls

Click on the Image to watch the TVC.

Vagaries of weather in Kerala expose houses to two of the biggest problems in the exteriors —villal (cracks) and paayal (algae). And to tackle them, they need extra protection. Paints brand Asian Paints’ fibre-infused technology in Ultima Protek provides complete protection against cracks and algae along with a 10-year warranty.

Keeping the objective at the core, Asian Paints has launched a new TVC to establish Ultima Protek as the gold standard of Exterior Emulsion. Conceptualised by Ogilvy India, the ad is directed by director Manoj Pillai. The film picks the popular character Josettan from the last blockbuster campaign of 2016 for Ultima Protek, played by Suraj Venjaramoodu. The story opens with the fact that Josettan’s beautiful house has become a point of attraction from across the world and he is hosting a ‘classroom’ to share the secret of Fibre, which gives complete protection against cracks and algae.


Jaideep Kanse, CMO, Asian Paints Limited, said, “Kerala has always been a flag-bearer in the country to set the roadmap as far as the exterior painting is concerned. The consumers of Kerala clearly understand their requirements for the exteriors considering the vagaries of weather in the state. Asian Paints has always pioneered technology-led innovation through its products to bring to consumers nothing but the best. This campaign is yet another step in that direction where Ultima Protek will be one-stop solution for all the problems related to exterior walls.”

Kiran Anthony, CCO, Ogilvy India, said, “A world-renowned home needs a world-class paint that keeps algae and cracks away. In this series, Joesettan is seen sharing this recipe to a stunning home freely with a worldwide audience drawn to the beauty of his home.”



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