Asian Paints brings its legacy of innovation to the forefront with the launch of its new Apex Ultima Protek campaign. Featuring India’s chess players Viswanathan Anand and Gukesh Dommaraju, the brand blends science, strategy, and storytelling to spotlight its latest innovation — Graphene-powered exterior protection, a first in the category.
The new film brings Anand and Gukesh together in a playful, high-stakes duel of wits. Through their conversation, the campaign highlights how Apex Ultima Protek, powered by advanced Graphene technology, stands as the Grandmaster of Tough Protection.
Speaking on the launch, Amit Syngle, MD and CEO, Asian Paints, said, “Innovation drives everything we create at Asian Paints, and the move towards Graphene-powered protection marks a major leap forward in the exteriors category. Southern India’s coastal weather deserves solutions rooted in advanced science, and Graphene enables a level of toughness and durability never seen before in exterior paints. Apex Ultima Protek powered with Graphene embodies this breakthrough. Featuring Viswanathan Anand and Gukesh Dommaraju, we have conceptualised this campaign to bring alive the idea of strategic, intelligent defence from the chess board to the exterior walls of your home. This communication brings together all the 3 grandmasters crafting the perfect move.”
Ramanathan, Chief Client Officer, Ogilvy India added, “This campaign features Vishy and Gukesh emphasizing the importance of defence — in the game and for homes. Their chemistry lands the power of Graphene in a simple, engaging manner, positioning Asian Paints Apex Ultima Protek as the true Grandmaster of Home Protection.”
