Asian Paints unveils new 'Lamination wala Ultima Protek' campaign with Ranbir Kapoor
In the TVC Ultima Protek with its Lamination Guard technology and 10-year warranty laminates Ranbir’s home just like his political career
Published - 05-February-2019
We live in a world where people now demand more out of their exterior paints. Because walls are no more just walls. They are our first line of defence. Our first line of defence from not just the vagaries of weather but also excessive dust that comes from rapid urbanisation and pollution. Apex Ultima Protek infused with Lamination Guard gives your home the protection of Lamination for years to come with a 10-year performance warranty.
Keeping this very need at the core, Asian Paints has launched a campaign to establish Ultima Protek as the Gold Standard in Protection for the Exteriors of every home. Conceptualized by Ogilvy India, the ad is directed by renowned director, Prasoon Pandey. The film portrays Ranbir Kapoor as an aspiring politician. His house – his pride, goes through the ups and downs of his political career with him, shields him in times of trouble and becomes his sphere of celebration in good times. Asian Paints Ultima Protek - the ‘lamination’ of his home gives him the confidence that no matter the torture, his home will stay as good as new for years to come.
Speaking about the new ad, Amit Syngle, COO, Asian Paints Limited said, “The consumer of today is showing more involvement in the painting process and is clearly looking for products offering unique solutions. Asian Paints Ultima has been at the forefront of technology-led innovation. Ultima Protek, with its Lamination Guard and 10-year performance warranty, is the Gold standard of exterior paints today. Consumer research on exterior painting threw up a powerful mnemonic – ‘Lamination’, a term that they interpreted to imply strong protection from multiple elements - water, dust and time itself. In this new film with Ranbir Kapoor, this ‘lamination led protection’ is juxtaposed with a topic that evokes a passionate interest among Indian consumers – politics.”
Commenting on the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai, said, “The film is a humorous take based on the life of a politician, whose life is full of ups and downs. And how the protection given to his house by Asian Paints Ultima Protek, gives the politician the confidence to just keep going on. No matter what.”
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