Asian Paints has rolled out a campaign for its Apex Ultima Protek range.
The campaign has been conceptualised by Ogilvy and consists of a film which sees Ranbir Kapoor playing a double role, one as a magician and the other as a paint contractor. While the magician can get rid of most objects, a child who has doubts regarding his ability, challenges Kapoor to get rid of the plastic on the exterior of a house. Kapoor the magician struggles to do so. That's when Kapoor the contractor rides in with Apex Ultima Protek. That gets rid of the plastic and the contractor gets the plaudits of the onlookers.
Amit Syngle, MD and CEO, Asian Paints, said, “The simple insight has always been that people laminate the most precious things for longevity and homes are the most precious possessions. When you use Asian Paints Ultima Protek, you don’t just paint, you laminate your homes against different forces of weather: the brand promise that we have been delivering consistently over time. ‘Lamination’ as a communication, has been associated via different avatars of Ranbir over the years, has created a behavioral shift where consumers have started asking for a lamination wala paint. Continuing the same, this ad intends to further strengthen the association of Lamination and Asian Paints Ultima Protek leaving a smile on the viewer’s face.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “Ultima Protek from Asian Paints has been synonymous with lamination wala exterior paint. Our new campaign further strengthens this association. Featuring Ranbir Kapoor, the ad is an exciting take on the idea that all you need is Ultima Protek to keep your home safe and looking new.”
The campaign is spread across print, OOH, POS and digital.
Client: Asian Paints
Agency: Ogilvy Mumbai
Creative team: Sukesh Nayak, Prasad Kulkarni, Vivek Verma, Srinjayi Sengupta, Akshay Gawde
Account management team: VR Rajesh, Manish Tilwani, Vishwendra Singh Parmar, Abhishek Kulkarni, Ritu Arora
Planning team: Prem Narayan, Kshitij Rajoria, Rajeev Chanda
Production house: Ramesh Deo Production
Director: Abhinay Deo
Producer: Apurba Sengupta