Asian Paints taps grandmasters Anand, Gukesh for new Apex Protek push

INDIA: Asian Paints has rolled out a new campaign for Apex Ultima Protek, enlisting chess grandmasters Viswanathan Anand and Gukesh Dommaraju to spotlight what it bills as the category’s first graphene-powered exterior paint. The film casts the duo in a light-hearted strategic duel, using their banter to underline the product’s promise of “grandmaster-level” defence against harsh weather.

Graphene, one of the strongest materials known to science, reinforces the paint’s lamination system and is designed to boost resistance to rain, heat, humidity and dust. The product carries a 12-year performance warranty and is aimed squarely at homes across southern India, where monsoon deluges, sweltering summers and dust-heavy conditions push exteriors to the limit.

Asian Paints MD and chief executive Amit Syngle, said the shift to graphene marks “a major leap” in the exteriors category and brings “strategic, intelligent defence” from the chessboard to the walls of the home. Ogilvy India chief client officer B Ramanathan, said the pairing of Anand and Gukesh helps deliver the science “in a simple, engaging manner”.

The campaign blends technology, cultural cues and Asian Paints’ long-running focus on weather-proofing to reinforce its grip on the southern market.