Kerala homes face constant challenges due to harsh monsoons and high humidity, which leave exterior walls vulnerable to moss and algae growth. This recurring issue not only compromises the aesthetics of homes but also demands frequent repainting. Over time, this has led to a unique tradition in Kerala of repurposing empty paint buckets for practical uses like storage, gardening, and more.
Asian Paints’ new campaign, Ultima Protek Graphene Bucket, addresses these challenges with an innovative solution that eliminates the need for frequent repainting, providing long-lasting protection for Kerala homes while also reducing the clutter caused by unused paint buckets.
Product Features
Graphene, known for its exceptional strength and durability, elevates Apex Ultima Protek to the next level. Dubbed the ‘Lamination Paint,’ it provides unmatched weather resistance, shielding exteriors from UV fading, cracks, and water damage. The product comes with a 12-year warranty, offering Kerala homeowners long-term peace of mind.
Campaign Overview
Asian Paints has launched the Ultima Protek Graphene Bucket campaign to showcase the product’s unique advantages. Conceptualized by Ogilvy India and directed by renowned filmmaker Basil Joseph, the campaign stars popular actors Suraj Venjaramoodu and Chemban Vinod Jose. Through humor and relatability, the ad portrays Kerala homeowners’ struggles with moss and algae while introducing the revolutionary benefits of Apex Ultima Protek.
Campaign Storyline
The advertisement begins with Chemban Vinod Jose surrounded by broken and repurposed paint buckets, highlighting the repetitive cycle of repainting walls due to moss and algae. Suraj Venjaramoodu then appears as the problem-solver, presenting Apex Ultima Protek. With a single application, the walls are transformed, shining with a durable graphene layer that provides long-lasting beauty and protection, while also breaking the cycle of frequent repainting.
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Technology Innovation
By incorporating Graphene, Asian Paints has set a new benchmark in exterior wall protection. This advanced elastomeric material acts as an ultra-strong barrier, ensuring homes are safeguarded against weather elements and structural damage. The product simplifies maintenance for homeowners while enhancing the durability and appearance of their homes.
Leadership Statement
Amit Syngle, MD and CEO of Asian Paints, stated, “At Asian Paints, innovation and technology are the pillars of our progress. From Teflon to fibre technology, and now Graphene, we continue to lead the industry with groundbreaking solutions. Ultima Protek, powered by Graphene, offers the strongest protection against algae and fungi, making it the ideal choice for Kerala homes facing harsh weather conditions.”
Strategic Insight
Prem Narayan, Chief Strategy Officer at Ogilvy India, commented, “The campaign stems from a cultural insight unique to Kerala, where empty paint buckets are reused for practical purposes like storage and gardening. However, frequent repainting caused by moss and algae leads to an overaccumulation of these buckets. The campaign creatively contrasts this relatable scenario with the lasting solution provided by Ultima Protek, showcasing how it disrupts the cycle of frequent repainting with durable, long-lasting protection.”
Conclusion
Asian Paints’ Ultima Protek Graphene Bucket campaign offers a revolutionary solution to Kerala’s persistent monsoon challenges by combining cultural insight with cutting-edge technology. By addressing the recurring issues of moss, algae, and frequent repainting, Apex Ultima Protek, powered by Graphene, ensures superior protection and long-lasting durability for homes. This innovative product not only simplifies maintenance but also disrupts the cycle of repainting, while the campaign’s relatable storytelling emphasizes the product’s impact on Kerala homeowners. With this launch, Asian Paints reaffirms its commitment to providing innovative, technology-driven solutions that meet the unique needs of its customers.
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Campaign Credits
- Client: Asian Paints
- Agency: Ogilvy Mumbai
- Creative Team: Kishore Mohandas R. Parvathy, Krishna Kumar CG, Sougandh Pramod
- Account Management Team: B Ramanathan, Dharal Goshalia, Vishwendra Singh Parmar, Shreyas Godse, Akash Singh, Farhan Khan
- Planning Team: Prem Narayan, Kshitij Rajoria, Sanjay Pillai, Atharva Chandorkar
- Production House: Blot Picture Company
- Director: Basil Joseph
- Producer: Joseph Kurian
