New Delhi: Bollywood heartthrob Ranbir Kapoor takes on a thrilling new role as a secret agent in the latest campaign for Asian Paints’ Apex Ultima Protek. This action-packed advertisement, aptly titled “The Safe House,” showcases the revolutionary power of Graphene in protecting homes from the harshest weather conditions.
The ad, set against the exotic backdrop of a Moroccan market, features Kapoor and his partner in a daring escape from enemy agents. As missiles and danger rain down on them, they find refuge in a seemingly ordinary house fortified with Asian Paints’ latest innovation – Apex Ultima Protek with Graphene. The house, transformed into an impenetrable fortress, withstands every attack, highlighting the paint’s exceptional durability and protection against sun, rain, and dust.
This cinematic campaign, conceptualized by Ogilvy India and directed by Shashanka Chaturvedi, cleverly blends the excitement of a spy thriller with the core message of unparalleled home protection. By positioning the house as a “Safe House,” Asian Paints draws a powerful parallel between the security of a spy’s hideout and the safety provided by their Graphene-enhanced paint.
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“At Asian Paints, we are driven by innovation and technology,” says Amit Syngle, MD and CEO of Asian Paints. “With the introduction of Graphene in our Apex Ultima Protek, we are once again raising the bar for exterior paint protection. This campaign, featuring Ranbir Kapoor as a super spy, perfectly captures the strength and resilience of our product while entertaining audiences.”
Sukesh Nayak, Chief Creative Officer of Ogilvy India, adds, “The ‘Safe House’ concept dramatically illustrates the incredible protective qualities of Ultima Protek with Graphene. It’s more than just paint; it transforms your home into a sanctuary, a fortress against the elements.”
This innovative campaign is sure to resonate with homeowners seeking the ultimate protection for their homes, solidifying Asian Paints’ position as a leader in the paint industry.
