Asian Paints unveils new campaign with Grandmasters Viswanathan Anand, Gukesh D

The campaign draws a parallel between the strategic brilliance for defence required in chess and the smart defensive protection needed for homes

by e4m Staff
Published: Dec 8, 2025 4:24 PM | 1 min read

Asian Paints, Viswanathan Anand, Gukesh D

Asian Paints has launched its new Apex Ultima Protek campaign, featuring chess legends Viswanathan Anand and Gukesh Dommaraju.

The new film brings Anand and Gukesh together in a playful, high-stakes duel of wits.

The campaign draws a parallel between the strategic brilliance for defence required in chess and the smart defensive protection needed for homes across Southern part India.

Speaking on the launch, Amit Syngle, MD & CEO, Asian Paints said, “Innovation drives everything we create at Asian Paints, and the move towards Graphene-powered protection marks a major leap forward in the exteriors category. Southern India’s coastal weather deserves solutions rooted in advanced science, and Graphene enables a level of toughness and durability never seen before in exterior paints. Apex Ultima Protek powered with Graphene embodies this breakthrough. Featuring Viswanathan Anand and Gukesh Dommaraju, we have conceptualised this campaign to bring alive the idea of strategic, intelligent defence from the chess board to the exterior walls of your home. This communication brings together all the 3 grandmasters crafting the perfect move.”

B. Ramanathan, Chief Client Officer, Ogilvy India added, “This campaign features Vishy and Gukesh emphasizing the importance of defence — in the game and for homes. Their chemistry lands the power of Graphene in a simple, engaging manner, positioning Asian Paints Apex Ultima Protek as the true Grandmaster of Home Protection.”