Asian Paints showcases Graphene-led protection with chess grandmasters

Asian Paints has introduced its latest Apex Ultima Protek campaign featuring Viswanathan Anand and Gukesh Dommaraju, positioning the brand’s Graphene-powered exterior protection as a technologically advanced solution for homes across Southern India. Developed to address the region’s sustained exposure to heavy rain, intense sun and dust, the campaign combines scientific innovation with a narrative anchored in strategic thinking.

The campaign film brings Anand and Gukesh together in a light, competitive exchange, using their on-screen interaction to underline the role of defence in both chess and home protection. The conversation between the grandmasters draws a direct comparison between anticipating moves on a chessboard and anticipating weather-driven wear on exterior surfaces. By presenting Apex Ultima Protek as the ‘Grandmaster of Tough Protection’, the communication frames the product as a resilient option built for demanding climatic conditions.

Graphene, recognised for its strength and adaptability in modern material science, forms the core innovation in the product’s lamination system. This reinforcement aims to improve long-term durability by enhancing the paint’s ability to withstand rain, heat, humidity and dust. Asian Paints supports the product with a 12-year performance warranty, positioning it as a long-term exterior coating solution for homeowners.

The brand notes that Southern India experiences varied and extreme weather cycles, from coastal humidity and heavy monsoon spells to periods of harsh sunlight and dust-laden winds. These conditions create the need for exterior solutions engineered for consistency and protection over time. The campaign uses this context to demonstrate how Graphene technology is designed to respond to these environmental pressures without compromising exterior appearance or performance.

Amit Syngle, md & ceo, Asian Paints, said the shift towards Graphene-powered technology marks an important development for the company’s exterior category. He noted that the climatic demands of the southern states required solutions based on scientific advancement, adding that the integration of Graphene enhances toughness and durability. Syngle stated that the decision to feature Anand and Gukesh served to connect strategic defence in chess with the protective function expected from exterior walls, describing the communication as bringing together ‘three grandmasters crafting the perfect move’.

B. Ramanathan, chief client officer, Ogilvy India, said the collaboration between the two chess players helps simplify and communicate the functional strength of Graphene. According to Ramanathan, their on-screen rapport helps convey the concept of defence clearly while positioning Apex Ultima Protek as a credible choice for exterior protection.

The campaign continues Asian Paints’ approach of integrating product innovation with region-specific insights. By linking a scientific upgrade in exterior coating technology with a culturally rooted creative device, the brand aims to address the needs of Southern Indian homeowners while offering a message that resonates across broader markets. The communication reinforces the association between strategic thinking, weather preparedness and long-term exterior defence, establishing Apex Ultima Protek as a contemporary option for homes in challenging climates.