Asian Paints has recently launched a TVC for its product Ultima Protek to mark the onset of the painting season for the exteriors of one’s home.
Conceptualized by Ogilvy India, the ad in Tamil language is directed by renowned director, Vasan Bala. It features stand-up comedian Alexander Babu in an amusing double role.
The new film also has Bagavanthi Perumal, who was a part of the previous Ultima Protek TVC and played an instrumental role in its success.
The exteriors of a home are subjected to a lot of weathering owing to the increasing frequency of heavy rains and the scorching rays of the sun. To battle such extreme weather conditions, Ultima Protek comes equipped with Lamination Guard Technology and a 10-year performance warranty which offers lamination to the home exteriors and makes it the gold standard of exterior paints, as per the company.
Keeping this objective at the centre, the new TVC clearly establishes how Ultima Protek connotes best-in-class Lamination protection.
The film opens to two freshly painted houses, next to each other. Alexander is seen in a traditional costume doing his morning ‘riyaaz’ in one house. His neighbour, who is also Alexander (dressed in smart casuals) starts singing praises of his beautiful house.
What ensues, is a musical duel between them where each one brags about their exterior paint being better and the superior protection it offers from extreme weather.
The duel reaches a crescendo when their Guruji, played by Bagavathi Perumal, enters the scene and reveals that their conflict is futile as they both are using the same paint which is Asian Paints Ultima Protek. The film concludes with a declaration, ‘Ultima Protek Veettukke Lamination’ which means Ultima Protek gives lamination to your home.
Amit Syngle, MD and CEO of Asian Paints, said, “When it comes to exterior painting, Ultima Protek has become the symbol of trust and performance. When customers use this product, they not only paint but laminate their home from the harmful effects of the weather. Our previous campaign had actually caused this shift in consumer behaviour where our dealers started getting queries of home lamination which is a big win for us. Taking that up a notch, we are back with a nice musical duel that communicates how Ultima Protek is the home lamination paint.”
Prem Narayan, Chief Strategy Office, Ogilvy and Mather, India, added, “Our 2019 campaign made ‘lamination paint’ a new benchmark amongst the people of Tamil Nadu for exterior paints. Through the new campaign we want to unequivocally own that Asian Paints Ultima Protek is ‘the’ lamination paint. The one paint that the discerning people of Tamil Nadu trust the protection of their homes from rain, dust and heat with.”