Mumbai Asian Paints Unveils Apex Ultima Protek Campaign Featuring Anand And Gukesh
Asian Paints has launched its latest Apex Ultima Protek campaign, showcasing Graphene-enhanced exterior paint engineered to withstand Southern India’s coastal heat, humidity, rain, and dust. The campaign features chess grandmasters Viswanathan Anand and Gukesh Dommaraju, using a playful duel to highlight strategic defence—paralleling the product’s advanced technology with intelligent home protection. The move positions Apex Ultima Protek as a durable, science-driven solution for modern homeowners seeking long-lasting exterior wall performance.
The campaign film presents Anand and Gukesh in a light-hearted battle of wits, drawing attention to the parallels between strategic moves in chess and long-term protection for homes. Analysts note that this approach blends technical innovation with storytelling, making advanced Graphene technology accessible and relatable to a broader audience. The paint’s reinforced lamination system promises exceptional resistance against extreme weather, backed by a 12-year performance warranty—marking a notable advancement in exterior coatings.Amit Syngle, MD & CEO of Asian Paints, said, “Graphene-powered protection represents a significant leap in exterior paint technology. Coastal Southern India presents unique challenges, and Apex Ultima Protek offers a level of durability and toughness that homeowners can rely on.
Featuring Anand and Gukesh, the campaign translates the idea of strategic defence from chess to home exteriors, showing how careful planning and innovation combine to protect living spaces.”Ramanathan, Chief Client Officer at Ogilvy India, added that pairing the chess grandmasters makes a complex technology easy to understand. “Their on-screen chemistry demonstrates the power of Graphene in a clear, engaging way. Apex Ultima Protek is positioned as the ultimate guardian for residential exteriors, emphasizing protection through both science and strategy,” he explained.Experts in sustainable urban development highlight that innovations like Graphene-based coatings contribute to more resilient cities by reducing maintenance frequency and extending the lifespan of building surfaces. By improving durability, such technologies support sustainable housing practices, minimise material waste, and encourage eco-conscious construction in rapidly urbanising regions.
For homeowners in Southern India, Apex Ultima Protek represents a practical solution that merges science, design, and environmental considerations. The campaign not only underscores Asian Paints’ commitment to innovation but also subtly promotes the idea that intelligent material choices can enhance the longevity and sustainability of urban living spaces. By linking strategy, technology, and cultural storytelling, the brand aims to create an emotional and functional appeal that resonates with modern, sustainability-minded consumers.
