Asian Paints and rock band Thaikuddam Bridge come together for the "New Ultima Protek Song”

Asian Paints Ultima Protek is back with a brand-new commercial starring Rock band ‘Thaikkudum Bridge’ along with Kerala's award-winning Director and Writer Jeethu Joseph.

Conceptualised by Ogilvy India, the ad is directed by well-known director, Prakash Varma.   

Over the last few years, Kerala has been experiencing harsher and extended monsoons along with extreme humidity and unrelenting summers. Such vagaries of weather in Kerala expose the houses to two of the biggest problems in Exterior that is Poopal (moss) and Paayal (algae). 

To battle such extreme effects, Ultima Protek comes equipped with all-new Nano Active Layer Technology which offers non-stop protection to the home exteriors for a longer period and makes it the gold standard of exterior paints, as per the company. 

The new TVC clearly establishes how Ultima Protek offers round the clock protection against algae and moss.

The new film’s plot showcases Jeethu Joseph as a house owner who is upset because algae and moss are back to haunt his house. Despite painting it time and again, it is still ruined.

Fortunately, the famous band – Thaikkudum Bridge arrives right on time. They give him the mantra to apply Asian Paints Ultima Protek which comes with the latest technology that gives non-stop protection and puts a full-stop to algae and moss once and for all.

Speaking about the new ad, Amit Syngle, MD and CEO, Asian Paints said, “Over the years ‘Ultima Protek’ has been holding fort as the gold standard of exterior painting and has proven to be the ultimate weatherproofing solution for the Kerala consumers against algae and moss. The brand has always produced iconic ads with jingles communicating the essence of consumer need solved by the product. With 2022 kicking off, we are back with a new one, but this time with a very contemporary twist added by the fabulous ‘Thaikkudam Bridge’ to communicate the non-stop protection against algae that the brand offers. The song very strongly communicates the promise we intend to offer to all our consumers: “Ultima Protek Non-Stop, Paayal Poopal Full Stop.”

Kiran Anthony, Chief Creative Officer, Ogilvy and Mather, India, added, "Asian Paints and Kerala share a very special bond between them. The ads have always been a talking point. So, this time around, we paired Thaikkudam bridge against Jeetu Joseph. People have always seen Thaikkudam Bridge perform on a stage. But we got them performing on a moving truck and in their own style, make fun of Jeetu’s house which is covered in paayal poopal and offers Asian Paints Ultima Protek as a solution.” 

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