Kerala properties have at all times struggled with harsh monsoons and excessive humidity, which depart exterior partitions susceptible to moss and algae. The necessity for frequent repainting has led to a novel custom—remodeling empty paint buckets for storage, planters, and extra. To handle this, Asian Paints has launched its newest innovation—Apex Ultima Protek, now powered by Graphene. With this one bucket’s one-time utilization, owners can take pleasure in long-lasting safety towards moss and algae, eliminating the necessity for repeated repainting and lowering muddle attributable to unused paint buckets.
Identified for itsstrength and sturdiness, Graphene takes exterior paint to a complete new degree. Usually known as the ‘Lamination Paint’, Apex Ultima Protek offers superior climate resistance and comes with a 12-year guarantee, providing long-lasting safety for Kerala properties.
To focus on the distinctive advantages of this product, Asian Paints has launched a brand new marketing campaign titled Ultima Protek Graphene Bucket. Conceptualised by Ogilvy India and directed by Kerala’s famend filmmaker Basil Joseph, the marketing campaign options the long-lasting duo Suraj Venjaramoodu and Chemban Vinod Jose. The advert tells a humorous and relatable story about Kerala owners and their struggles with moss and algae, ending on a cheerful notice.
The movie begins with Chemban Vinod Jose surrounded by worn-out paint buckets, repurposed for numerous makes use of, till they ultimately break. It humorously portrays the continued wrestle of Kerala owners who repeatedly repaint their partitions as a consequence of moss and algae. Suraj Venjaramoodu enters because the hero, introducing Apex Ultima Protek, powered by Graphene. Immediately, the home shines with a protecting graphene layer. The advert exhibits how this progressive paint transforms the home, leaving it protected, stunning and free from the hassles of damaged buckets.
By incorporating Graphene into its paint, Asian Paints has launched toughness, creating an ultra-strong barrier for properties. This superior elastomeric materials shields exteriors from UV fading, cracks, and water injury, guaranteeing long-lasting safety.
Talking concerning the new Ultima Protek marketing campaign, Amit Syngle, MD and CEO, Asian Paints, commented, “At Asian Paints, innovation and know-how are on the core of every part we do. From Teflon to fibre-technology, and now to Graphene – the surprise materials, we’ve constantly set new requirements within the trade. With Graphene-powered Ultima Protek, we’re offering the hardest safety towards algae and fungi for Kerala properties. By specializing in technology-driven options, we intention to simplify the decision-making course of for our knowledgeable shoppers in Kerala, serving to them make the very best decisions for his or her properties.”
Prem Narayan, chief technique officer, Ogilvy India, stated, “The marketing campaign is rooted in Kerala’s distinctive cultural perception. In lots of Kerala properties, empty paint buckets discover new life, repurposed for storage, gardening, and extra. Nonetheless, frequent repainting attributable to persistent moss and algae typically means these buckets accumulate over time.
The marketing campaign creatively contrasts this acquainted situation with the arrival of Ultima Protek with Graphene, curiously exhibiting the way it disrupts the cycle of frequent repainting by delivering superior, long-lasting defence towards Kerala’s difficult climate.”
CREDITS:
Consumer: Asian Paints
Company: Ogilvy Mumbai
Ogilvy Inventive Workforce: Kishore Mohandas R Parvathy, Krishna Kumar CG, Sougandh Pramod
Ogilvy Account Administration Workforce: B Ramanathan, Dharal Goshalia, Vishwendra Singh Parmar, Shreyas Godse, Akash Singh, Farhan Khan
Ogilvy Planning Workforce: Prem Narayan, Kshitij Rajoria, Sanjay Pillai, Atharva Chandorkar
Manufacturing Home: Blot Image Firm
Director: Basil Joseph
Producer: Joseph Kurian
Written with the View : afaqs