The exteriors of our homes serve as the first line of defense against the relentless forces of nature, from heavy rains and scorching sunlight to persistent dust. Over time, these elements can take a toll, diminishing both the appearance and durability of homes. To address these challenges, Asian Paints has introduced a game-changing innovation by infusing its flagship exterior paint, Apex Ultima Protek—known as the “Lamination Paint”—with the extraordinary strength and durability of Graphene.
To showcase this breakthrough, Asian Paints has launched a captivating campaign titled “The Safe House” with brand ambassador Ranbir Kapoor stepping into the shoes of a spy for the very first time. Conceptualized by Ogilvy India and directed by acclaimed filmmaker Shashanka Chaturvedi, the campaign takes viewers on an adrenaline-fueled journey set against the colorful, high-energy backdrop of a Moroccan market.
In the ad, Ranbir Kapoor, playing a suave secret agent, is seen evading dangerous adversaries in a high-stakes chase through bustling streets alongside his heroine. As the intensity peaks with a missile homing in on its target, Ranbir makes a daring move—seeking refuge in their indestructible Safe House, protected by Apex Ultima Protek powered by Graphene.
Despite relentless missile strikes and enemy attacks, the Safe House remains impenetrable, symbolizing the paint’s unmatched ability to shield homes from extreme weather conditions, including blazing heat, torrential rain, and unyielding dust.
Blending the intrigue and excitement of espionage with cutting-edge technological advancements, the campaign underscores how Apex Ultima Protek, fortified with Graphene, sets a new standard in home protection. The Safe House serves as a powerful metaphor, illustrating how the paint acts as an invincible shield, ensuring homes remain unscathed against nature’s harshest elements, just as a spy’s hideout guarantees safety under the most intense threats.
This thrilling narrative not only highlights the innovation behind Apex Ultima Protek but also reinforces Asian Paints’ commitment to delivering solutions that safeguard homes with enduring style and resilience.
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.”
Syngle added, “This 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.”
Credits:
- Client: Asian Paints
- Agency: Ogilvy Mumbai
- Ogilvy Creative Team: Sukesh Nayak, Vivek Verma, Sourabh Pathak, Srinjayi Sengupta, Akshay Gawde, Apurva Hadap
- Ogilvy Account Management Team: B Ramanathan, Amarinder Butalia, Dharal Goshalia, Vishwendra Singh Parmar, Shreyas Godse
- Ogilvy Planning Team: Prem Narayan, Kshitij Rajoria, Sanjay Pillai, Atharva Chandorkar
- Production House: Good Morning Films
- Director: Shashanka Chaturvedi (Bob)
- Producer: Robin D’Cruz, Cornelia D’Costa
