Asian Paints launches Apex Ultima Protek campaign featuring Chess Grandmasters Anand and Gukesh

Asian Paints has once again reinforced its leadership in innovation and storytelling with the launch of its latest campaign for Apex Ultima Protek, a premium exterior paint solution now powered by advanced Graphene technology. Rooted in the insight that homes in Southern India face some of the toughest climatic challenges in the country—from relentless coastal humidity and heavy monsoons to intense heat and dust—the campaign introduces a compelling narrative that merges science, strategy, and culture. By featuring two of India’s most celebrated chess icons, Viswanathan Anand and Gukesh Dommaraju, Asian Paints elevates the conversation around exterior wall protection, drawing a sharp parallel between intelligent defence on the chessboard and smart protection for homes. Aptly positioning Apex Ultima Protek as the “Grandmaster of Tough Protection,” the campaign uses wit, warmth, and wisdom to make cutting-edge technology both relatable and aspirational. The campaign film unfolds as a playful yet insightful duel of minds between Anand, India’s first chess Grandmaster and a global icon of strategic excellence, and Gukesh Dommaraju, one of the youngest and brightest stars in international chess. Their on-screen chemistry brings alive the idea that great defence is not just about strength, but about foresight, precision, and intelligent planning. Much like chess, where every move is calculated to anticipate the opponent’s next strategy, Apex Ultima Protek is presented as a solution engineered to anticipate and withstand the harshest elements of nature. The narrative cleverly aligns the mental agility and defensive mastery of chess with the scientific sophistication of Graphene-powered paint, making the product story engaging without being overly technical. At the heart of Apex Ultima Protek’s promise is Graphene, a material widely regarded as one of the strongest and most advanced substances discovered by science. By integrating Graphene into its lamination system, Asian Paints has significantly enhanced the paint’s ability to resist environmental stressors such as heavy rainfall, extreme heat, humidity, and airborne dust. This innovation results in a tougher, more durable exterior coating that not only protects walls but also retains its finish and appearance over time. Backed by a 12-year performance warranty, Apex Ultima Protek reassures homeowners that their investment is safeguarded for the long term, even in regions where weather conditions can rapidly degrade conventional exterior paints. Speaking on the launch, Amit Syngle, MD & CEO of Asian Paints, emphasized the brand’s unwavering focus on innovation and relevance. He highlighted that the move towards Graphene-powered protection represents a significant leap forward in the exterior paints category, especially for Southern India’s demanding coastal climate. According to Syngle, Graphene enables a level of toughness and durability that has not been seen before in exterior wall coatings, making Apex Ultima Protek a true breakthrough product. He also noted that featuring Viswanathan Anand and Gukesh Dommaraju was a deliberate creative choice, aimed at translating the idea of strategic, intelligent defence from the chessboard to the walls of Indian homes. In his words, the campaign brings together “three grandmasters”—Anand, Gukesh, and Apex Ultima Protek—each crafting the perfect move in their own domain. Adding to this perspective, B. Ramanathan, Chief Client Officer at Ogilvy India, spoke about the simplicity and effectiveness of the campaign’s central idea. He explained that chess, at its core, is as much about defence as it is about attack, and this insight becomes a powerful metaphor for home protection. By showcasing the natural camaraderie and mutual respect between Vishy Anand and Gukesh, the campaign communicates the strength of Graphene technology in an accessible and engaging manner. The storytelling avoids complexity, instead focusing on clear, memorable cues that position Asian Paints Apex Ultima Protek as the definitive authority in exterior wall protection—the true Grandmaster of Home Protection. Beyond product features and celebrity endorsements, the campaign reflects Asian Paints’ deep understanding of regional needs and cultural resonance. Chess holds a special place in Indian consciousness, symbolizing intellect, patience, and strategic depth. By leveraging this cultural symbol, Asian Paints connects with consumers on an emotional level, reinforcing trust while showcasing technological leadership. The focus on Southern India further underscores the brand’s commitment to developing solutions tailored to specific environmental conditions rather than adopting a one-size-fits-all approach. In an increasingly competitive market where homeowners are more informed and discerning than ever, Asian Paints’ Apex Ultima Protek campaign stands out for its thoughtful integration of innovation and narrative. It does not merely introduce a new product upgrade; it reframes the way consumers think about exterior protection—shifting the emphasis from reactive maintenance to proactive, intelligent defence. The use of Graphene becomes not just a technical claim but a symbol of future-ready living, where homes are protected by the same principles of strategy and foresight that define champions. Through this campaign, Asian Paints once again demonstrates its ability to lead from the front, combining cutting-edge material science with powerful storytelling and cultural insight. By bringing together legendary experience, youthful brilliance, and advanced technology, the brand successfully positions Apex Ultima Protek as a category-defining solution for exterior walls. As Indian homeowners continue to seek durability, performance, and peace of mind, the “Grandmaster of Tough Protection” makes a strong case for why smart defence—on the chessboard or at home—always wins in the long run.