MAM
Asian Paints launches Apcolite All Protek emulsion with whimsical TVC ‘Bhaag Daag Bhaag
Mumbai: Asian Paints is all set to revolutionise home interiors with its latest offering, Apcolite All Protek emulsion, which promises to keep your walls spotless and beautiful. The company has launched an enchanting and imaginative TV commercial under its campaign “Bhaag Daag Bhaag,” to showcase the exceptional stain-repellent properties of this innovative emulsion.
Conceptualised by McCann Worldgroup, the commercial opens with a heartwarming scene in a Kerala home. A young girl and her brother are seen making art out of breadcrumbs and ketchup, sitting at their dining table. The brother welcomes the idea of adding an elephant artwork to the Nettipattam decoration on the wall, to which the sister excitedly agrees. They move along, and what follows is pure magic – as the ketchup touches the wall, a hand and foot-like protrusion comes from within the wall in repellence, leaving it spotless! The children are left amazed.
The creative duo then tests the paint’s prowess with various staining materials like mustard sauce and chocolate sauce, only to witness the same as they had before – the stains are repelled by the wall. The TVC cleverly emphasizes how Apcolite All Protek emulsion turns your worries into beautiful opportunities by keeping your walls pristine. Adding a playful twist to the TVC, the father joins the children’s creative adventure, offering himself as a canvas for their well-intentioned endeavour.
This delightful ad film effectively showcases the exceptional Lotus Effect Technology of Apcolite All Protek emulsion paint. This technology is the secret behind how the paint on the walls effectively repels stains. It prevents stains from sticking to walls, keeping them clean and looking fresh.
The TVC also features a catchy refrain, ‘Bhaag Daag Bhaag’, that accentuates the remarkable stain-repellent qualities of Apcolite All Protek, creating a memorable and engaging narrative.
Speaking on the new TVC, Asian Paints Ltd. MD & CEO Amit Syngle said, “Apcolite All Protek is more than just paint; it’s an innovation that embodies Asian Paints’ commitment to enriching lives. Its revolutionary Lotus Effect Technology not only safeguards walls from stains but enhances overall quality of life. The remarkable stain-repellent capabilities empower consumers to live freely and comfortably in their homes without worrying about stains compromising their beauty. All Protek mirrors our dedication to simplifying lives, enriching living spaces, and nurturing carefree, childlike creativity.”
McCann India executive director & head of creative Ashish Chakravarty said, “We needed something that establishes a unique and ownable audio-visual device to demonstrate how the Lotus Effect works, but without losing out on emotions. So, for this, along with a fun refrain (Bhaag Daag Bhaag) and the visual effect on the wall, we also developed the character of the father, who lets the children draw an elephant on his T-shirt when he sees that they are unable to draw it on the wall. All this gives more power to the overarching narrative of keeping room for mischief at home, liberates the consumer from the fear of messing up the walls, and makes the commercial more than just a demo. The plot, the story, the music, and the storytelling use local Kerala nuances and insights to drive home the point even more strongly.”
Asian Paints has a longstanding tradition of delivering high-quality products and innovations, and Apcolite All Protek is no exception. With ‘Bhaag Daag Bhaag,’ Asian Paints encourages homeowners to focus on the beautiful aspects of life and creativity while leaving the worry of stains and dirt to Apcolite All Protek.
Brands
Sapphire Foods FY26 revenue rises to Rs 3,125 crore, posts loss
Q4 revenue at Rs 792 crore, FY26 loss at Rs 32 crore amid cost pressures.
MUMBAI: If growth is on the menu, profitability seems to have taken a brief detour. Sapphire Foods India reported a steady rise in topline for FY26, even as rising costs weighed on profitability. Revenue from operations grew to Rs 3,125 crore for the year ended March 31, 2026, up from Rs 2,882 crore in FY25. However, the company swung to a loss, reporting a net loss of Rs 32 crore for FY26, compared to a profit of Rs 17 crore in the previous year. Total income for the year stood at Rs 3,153 crore, while total expenses climbed to Rs 3,167 crore, reflecting pressure across key cost heads.
In the March quarter, revenue came in at Rs 792 crore, compared to Rs 711 crore in the same period last year. The company reported a quarterly net loss of Rs 13 crore, against a profit of Rs 2 crore a year earlier.
Cost pressures remained visible across operations. Material costs rose to Rs 995 crore for FY26, while employee expenses increased to Rs 428 crore. Other expenses, the largest component, stood at Rs 1,229 crore, underscoring the impact of store operations and expansion-related spends.
Depreciation and amortisation expenses also climbed to Rs 392 crore for the year, reflecting continued investments in store infrastructure and growth.
At the operating level, the company reported a loss before tax of Rs 37 crore for FY26, compared to a profit of Rs 23 crore in FY25. Exceptional items added Rs 24 crore to the cost burden during the year.
On the balance sheet, total assets rose to Rs 3,256 crore as of March 31, 2026, up from Rs 3,041 crore a year earlier, indicating ongoing expansion. Net worth stood at Rs 1,389 crore.
Despite profitability pressures, operating cash flow remained resilient at Rs 507 crore, highlighting underlying business strength and demand stability.
The numbers paint a familiar picture in the quick-service restaurant space, growth continues to be served hot, but margins are still finding their footing.
