Asian Paints has launched a campaign for its exterior wall paint Ultima Protek.

Featuring popular southern actor and comedian Sathish Muthukrishnan as 'Chandru,' the advertisement humorously showcases the exceptional features of Ultima Protek. The ad also highlights the cutting-edge Lamination Guard Technology which makes it the top choice for consumers, the company said.

Conceptualized by Ogilvy India, the TVC features the main lead, Chandru, a proud homeowner who recently painted his home with lamination paint, Ultima Protek. The film showcases various seasons, where neighbors approach him marveling at his home's stunning appearance after facing severe weather conditions. From scorching summer heat to incessant monsoon rains and heavy storms and dust, no matter what the home keeps shining. As the house stands firm and undamaged, and each neighbor is clearly impressed in every situation, Chandru can't wait to share the name of his lamination paint. However, every time he tries to reveal the name, a neighbor says it first. Everyone spontaneously states that he's used lamination paint, Ultima Protek. With admiration, each neighbor refers to him as 'Super Chandru.'

Speaking about the new Ultima Protek TVC, Amit Syngle, MD, and CEO of Asian Paints shared, "Our core concept for Ultima Protek comes from the simple insight that people laminate items they cherish. They do so to protect and extend their lifespan. Homes are one of our dearest possessions. This led to our consistent communication over the years about Ultima Protek as the best 'lamination protection for your walls. This has resulted in consumers specifically asking for ‘lamination paint’, which is exactly what Ultima Protek delivers. In line with this messaging, our new TVC underlines the essence of lamination protection through the relatable narrative of 'Super Chandru'. The ad film further solidifies Ultima Protek as the best lamination paint available today for your homes."

Prem Narayan, Chief Strategy Office, Ogilvy India, added, ““Consumers in the region associate ‘lamination paint’ as a convincing barrier against adverse weather. Past campaigns made lamination paint benchmark for exterior paint. Adding to same, the new campaign strengthens the association of Asian Paints Ultima Protek with ‘lamination paint’.”