National, December 9, 2025: At a time when weather conditions challenge homes all year-round, Asian Paints brings its legacy of innovation to the forefront with the launch of its new Apex Ultima Protek campaign. Featuring India’s chess legends Viswanathan Anand and Gukesh Dommaraju, the brand blends science, strategy, and storytelling to spotlight its latest breakthrough — Graphene-powered exterior protection, a first in the category.
The new film brings Anand and Gukesh together in a playful, high-stakes duel of wits. Through their conversation, the campaign highlights how Apex Ultima Protek, powered by advanced Graphene technology, stands as the Grandmaster of Tough Protection. Just as a chess champion anticipates every move, Asian Paints Apex Ultima Protek is designed to anticipate and withstand extreme weather conditions, offering homeowners peace of mind and long-term confidence.
Graphene, one of the strongest and most innovative materials in modern science, reinforces the product’s lamination system, making Apex Ultima Protek a benchmark in exterior wall protection for homes. Backed by a 12-year performance warranty, the paint assures superior resistance against rain, heat, humidity, and dust.
The campaign draws a parallel between the strategic brilliance for defence required in chess and the smart defensive protection needed for homes across Southern part India. Known for its intense monsoon rains, scorching summers and dust-heavy environments, the southern states of India demand exterior solutions engineered for unmatched resilience.
Speaking on the launch, Amit Syngle, MD & CEO, Asian Paints said, “Innovation drives everything we create at Asian Paints, and the move towards Graphene-powered protection marks a major leap forward in the exteriors category. Southern India’s coastal weather deserves solutions rooted in advanced science, and Graphene enables a level of toughness and durability never seen before in exterior paints. Apex Ultima Protek powered with Graphene embodies this breakthrough. Featuring Viswanathan Anand and Gukesh Dommaraju, we have conceptualised this campaign to bring alive the idea of strategic, intelligent defence from the chess board to the exterior walls of your home. This communication brings together all the 3 grandmasters crafting the perfect move.”
- Ramanathan, Chief Client Officer, Ogilvy India added, “This campaign features Vishy and Gukesh emphasizing the importance of defence — in the game and for homes. Their chemistry lands the power of Graphene in a simple, engaging manner, positioning Asian Paints Apex Ultima Protek as the true Grandmaster of Home Protection.”
With this campaign, Asian Paints continues to push the boundaries of innovation, combining world-class technology with culturally resonant storytelling to deliver the toughest, smartest protection for homes in South Indian.
You can view the campaign films here:
Asian Paints Ultima Protek – “The Grandmaster” – (Tamil)
