Asian Paints Unveils Graphene-Powered Apex Ultima Protek with Ranbir Kapoor

Asian Paints has upgraded its flagship exterior paint, Apex Ultima Protek, by integrating Graphene technology to deliver enhanced durability and protection. Designed to shield homes from harsh elements such as rain, sunlight, and dust, the re-engineered paint offers a long-lasting solution with a 12-year warranty, setting a new benchmark in exterior home protection.

To promote this innovation, Asian Paints has launched an exciting new campaign, The Safe House, featuring brand ambassador Ranbir Kapoor. In the commercial, Kapoor steps into the role of a spy for the first time, navigating intense chases and daring escapes from adversaries.

The ad, conceptualized by Ogilvy India and directed by Shashanka Chaturvedi, depicts Kapoor as an agent evading enemies in a bustling Moroccan marketplace. As the danger escalates, he and his heroine take refuge in a ‘Safe House’ fortified with Apex Ultima Protek powered by Graphene. The house remains impervious to even missile strikes, symbolizing the product's ability to protect homes from extreme weather conditions like sun, rain, and dust.

Amit Syngle, MD and CEO, Asian Paints commented, “At Asian Paints, innovation and technology are at the heart of everything we do. From Teflon in Royale to Lamination in Ultima Protek, and now Graphene—the wonder material—we’ve consistently set new benchmarks in the category. With Graphene-powered Ultima Protek, we’re delivering the toughest protection for Indian homes. By focusing on technology-driven solutions, we aim to simplify the decision-making process for our consumers, helping them choose the best for their homes. Ultima Protek campaign mirrors a blockbuster action movie brought alive by the presence of our brand ambassador Ranbir Kapoor. Brimming with action and drama, Ultima Protek powered by Graphene, paired with Ranbir’s charisma, is set to captivate the nation.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “This campaign is an exciting, gripping spy thriller that brings to life the incredible safety and strength of Ultima Protek with Graphene. The creative concept of ‘Safe House’ demonstrates how this house is more than just a shelter - it’s a fortress, a secure haven made impenetrable by the power of Graphene. The story is brought to life by Ranbir Kapoor stepping into the role of a super spy who uses the safe house protection in the most intense situations to complete his mission.”

With this groundbreaking product and action-packed campaign, Asian Paints once again reinforces its commitment to innovation and delivering high-performance solutions for Indian homes.