Asian Paints ropes in Southern actor and comedian Sathish Muthukrishnan for new ad

In the pursuit of creating their beautiful homes, consumers seek a perfect and durable solution. For their home exteriors, they search for an effective paint that will protect it from severe weather and dust.

With a new ad, Asian Paints reinforces the positioning that Ultima Protek is the best lamination paint. Featuring southern actor and comedian Sathish Muthukrishnan as 'Chandru,' the advertisement humorously showcases the exceptional features of Ultima Protek. The ad also highlights the cutting-edge Lamination Guard Technology which makes it the top choice for consumers.

Conceptualised by Ogilvy India, the TVC features the main lead, Chandru, a proud homeowner who recently painted his home with lamination paint, Ultima Protek. The film showcases various seasons, where neighbours approach him marveling at his home's stunning appearance after facing severe weather conditions. From scorching summer heat to incessant monsoon rains and heavy storms and dust, no matter what the home keeps shining. As the house stands firm and undamaged, and each neighbour is clearly impressed in every situation, Chandru can't wait to share the name of his lamination paint. However, every time he tries to reveal the name, a neighbour says it first. Everyone spontaneously states that he's used lamination paint, Ultima Protek. With admiration, each neighbor refers to him as 'Super Chandru.'

Amit Syngle, MD, and CEO, Asian Paints, said, "Our core concept for Ultima Protek comes from the simple insight that people laminate items they cherish. They do so to protect and extend their lifespan. Homes are one of our dearest possessions. This led to our consistent communication over the years about Ultima Protek as the best 'lamination protection for your walls. This has resulted in consumers specifically asking for ‘lamination paint’, which is exactly what Ultima Protek delivers. In line with this messaging, our new TVC underlines the essence of lamination protection through the relatable narrative of 'Super Chandru'. The ad film further solidifies Ultima Protek as the best lamination paint available today for your homes."

Prem Narayan, Chief Strategy Office, Ogilvy India, said, “Consumers in the region associate ‘lamination paint’ as a convincing barrier against adverse weather. Past campaigns made lamination paint benchmark for exterior paint. Adding to same, the new campaign strengthens the association of Asian Paints Ultima Protek with ‘lamination paint’.”

Credits:

Client: Asian Paints

Agency: Ogilvy Mumbai

Ogilvy Creative Team: Sukesh Nayak, Vivek Verma, Srinjayi Sengupta, Akshay Gawde, Chaitali Mane, Shagun Agarwal

Ogilvy Account Management Team: VR Rajesh, Amarinder Butalia, Dharal Goshalia, C Murli Krishnan, Vishwendra Singh Parmar, Shreyas Godse, Tarun Elavarasu

Ogilvy Planning Team: Prem Narayan, Kshitij Rajoria, Sanjay Pillai

Production House: Still Water Films

Director: Akshay Sundher

Producer: Preeti Machat, Koushik Udayashankar

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