Asian Paints has rolled out a new campaign, featuring actor Ranbir Kapoor in a double role, for its Apex Ultima Protek offering.
Conceptualised by Ogilvy India and brought alive by director Abhinay Deo, the ad for Ultima Protek showcases Kapoor in two roles - a master magician carrying out popular vanishing tricks, and a confident Ultima Protek contractor.
The ad lands the message that Ultima Protek offers the best protection for your house against “Baarish, Dhoop and Dhool”. In addition to the TVC, the campaign will be live across print, OOH, POS and digital.
Amit Syngle, MD and CEO, Asian Paints, commented, “The simple insight has always been that people laminate the most precious things for longevity and homes are the most precious possessions. When you use Asian Paints Ultima Protek, you don’t just paint, you laminate your homes against different forces of weather: the brand promise that we have been delivering consistently over time. ‘Lamination’ as a communication, has been associated via different avatars of Ranbir over the years, has created a behavioral shift where consumers have started asking for a lamination wala paint. Continuing the same, this ad intends to further strengthen the association of Lamination and Asian Paints Ultima Protek leaving a smile on the viewer’s face.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “Ultima Protek from Asian Paints has been synonymous with lamination wala exterior paint. Our new campaign further strengthens this association. Featuring Ranbir Kapoor, the ad is an exciting take on the idea that all you need is Ultima Protek to keep your home safe and looking new.”
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