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To tackle the challenges posed by Kerala's harsh monsoons and high humidity, Asian Paints has introduced its latest product innovation, Apex Ultima Protek, now powered by Graphene. This new formulation promises long-lasting protection against moss and algae, significantly reducing the need for frequent repainting and helping eliminate the clutter of unused paint buckets that have become a staple in Kerala homes.
Graphene, known for its exceptional strength and durability, elevates the performance of the paint, offering superior weather resistance. Apex Ultima Protek, often referred to as 'Lamination Paint', comes with a 12-year warranty, providing long-term protection for exteriors in Kerala’s challenging climate.
To promote this breakthrough product, Asian Paints has launched a new campaign titled ‘Ultima Protek Graphene Bucket’, created by Ogilvy India and directed by Kerala’s celebrated filmmaker Basil Joseph. The campaign features popular actors Suraj Venjaramoodu and Chemban Vinod Jose in a humorous, relatable narrative about the struggle of Kerala homeowners with persistent moss and algae growth.
The commercial begins with Chemban Vinod Jose surrounded by old, repurposed paint buckets that have been transformed into storage containers and planters. These buckets eventually break, highlighting the recurring challenge homeowners face when repainting their exteriors. Suraj Venjaramoodu steps in as the solution, introducing Apex Ultima Protek, powered by Graphene. The product transforms the home, providing lasting protection and a beautiful finish, while ending the cycle of broken buckets.
By incorporating Graphene, Asian Paints has introduced a remarkably durable paint that acts as an ultra-strong barrier for homes. The elastomeric nature of the paint helps protect against UV fading, cracks, and water damage, ensuring homes remain shielded against India’s extreme weather conditions, from scorching heat to heavy monsoons.
Amit Syngle, MD and CEO of Asian Paints, commented, “At Asian Paints, innovation and technology are at the core of everything we do. From Teflon to fibre-technology, and now to Graphene - the wonder material, we’ve continuously set new standards in the industry. With Graphene-powered Ultima Protek, we are providing the toughest protection against algae and fungi for Kerala homes. By focusing on technology-driven solutions, we aim to simplify the decision-making process for our informed consumers in Kerala, helping them make the best choices for their homes.”
Prem Narayan, Chief Strategy Officer at Ogilvy India, added, “The campaign is rooted in Kerala’s unique cultural insight. In many Kerala homes, empty paint buckets find new life, repurposed for storage, gardening, and more. However, frequent repainting caused by persistent moss and algae often means these buckets accumulate over time. The campaign creatively contrasts this familiar scenario with the arrival of Ultima Protek with Graphene, interestingly showing how it disrupts the cycle of frequent repainting by delivering superior, long-lasting defence against Kerala’s challenging weather.”
