Ranbir Kapoor stars in Asian Paints' Graphene-Powered Ultima Protek ad

Homes endure the unyielding challenges of nature, from harsh sunlight and heavy rains to persistent dust. To meet these challenges head-on, Asian Paints has revolutionized its flagship Apex Ultima Protek—renowned as the "Lamination Paint"—by powering it with Graphene, a cutting-edge material offering unmatched strength and durability. This innovation is introduced through an action-packed campaign titled “The Safe House,” starring brand ambassador Ranbir Kapoor in his debut as a suave spy.

Backed by a 12-year warranty, Ultima Protek powered by Graphene forms an ultra-strong barrier, shielding homes from UV fading, cracks, and water damage. Graphene, celebrated for being the lightest yet strongest material ever tested, enhances the paint’s elastomeric properties to deliver the toughest protection for Indian homes.

The campaign, conceptualized by Ogilvy India and directed by acclaimed filmmaker Shashanka Chaturvedi, unfolds against the vibrant streets of Morocco. The commercial follows Ranbir Kapoor and his co-star as they evade adversaries through dramatic chases and near-misses. Cornered and targeted by a missile, Ranbir's character seeks refuge in their impenetrable Safe House, safeguarded by Ultima Protek powered by Graphene. Despite relentless enemy attacks, the Safe House emerges unscathed, symbolizing the unbeatable protection Ultima Protek offers.

Watch the ad film here :

The ad uses the intrigue of espionage to highlight the product’s advanced protection. By likening a protected home to a spy’s fortress, the campaign underscores how Ultima Protek shields homes from the harshest conditions, ensuring they remain pristine and secure.

Amit Syngle, MD and CEO, Asian Paints, remarked: “At Asian Paints, we continuously push the boundaries of innovation to deliver the best solutions for our customers. By incorporating Graphene into Ultima Protek, we’ve elevated exterior home protection to an unprecedented level. Our campaign, brought to life by Ranbir Kapoor, beautifully encapsulates the toughness and reliability of this breakthrough product.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India, added:  “The Safe House concept vividly demonstrates the extraordinary strength of Ultima Protek. This campaign, packed with suspense and action, is a thrilling way to showcase how Graphene-powered protection transforms homes into impenetrable fortresses.”

Campaign Credits

• Client: Asian Paints
• Agency: Ogilvy Mumbai
• Production House: Good Morning Films
• Director: Shashanka Chaturvedi (Bob)

With cutting-edge innovation and the charisma of Ranbir Kapoor, Asian Paints Ultima Protek, powered by Graphene, is ready to captivate audiences and redefine the way we protect our homes.

Also Read: Ranbir Kapoor to share Insights on Acting and Raj Kapoor's Legacy at IFFI 2024