Chennai Introduces Asian Paints Durable Exterior Paint Campaign With Chess Legends

Chennai is witnessing the launch of Asian Paints’ latest exterior paint campaign, featuring chess grandmasters Viswanathan Anand and Gukesh Dommaraju. The initiative promotes Apex Ultima Protek, a graphene-enhanced coating engineered to withstand coastal weather challenges, including heavy monsoons, scorching heat, high humidity, and dust accumulation. By blending technical innovation with strategic storytelling, the campaign positions the product as a durable, high-performance solution for homes across southern India.

The updated formulation incorporates graphene, a carbon-based material known for its exceptional tensile strength, which reinforces the paint’s lamination system. Company representatives highlight that this advancement allows the coating to maintain structural integrity and colour vibrancy over extended periods, even under harsh environmental conditions. Apex Ultima Protek also comes with a 12-year performance warranty, reflecting Asian Paints’ confidence in the product’s longevity and effectiveness.Amit Syngle, Managing Director and CEO of Asian Paints, noted that the shift towards graphene-based solutions addresses the specific durability needs of coastal regions. “Our objective is to offer exterior coatings that not only withstand challenging weather but also provide homeowners with long-term value and protection,” he said. Industry observers suggest that this focus on regional climate resilience could strengthen the company’s position in the competitive southern exterior paint segment.

The marketing campaign, developed by Ogilvy India, leverages the popularity and credibility of Anand and Gukesh to convey the product’s protective benefits in a relatable manner. By drawing an analogy between chess strategy and the coating’s defensive capabilities, the campaign simplifies complex material science for the average consumer. An Ogilvy executive explained that this approach is intended to make technical innovation more approachable while reinforcing Asian Paints’ reputation as a leader in exterior paint solutions.Experts indicate that durable, weather-resistant coatings such as Apex Ultima Protek have broader implications for sustainable urban development. By reducing the frequency of repainting and maintenance, these products lower material consumption and waste, contributing to more resilient and environmentally responsible housing. As Indian cities face increasingly unpredictable weather patterns and rising construction demands, innovations that combine performance, sustainability, and clear consumer communication are gaining strategic importance.

The launch also underscores a growing trend in the paint industry towards integrating advanced materials and technology into everyday products. For homeowners and builders, the campaign not only highlights the tangible benefits of graphene-enhanced coatings but also signals a shift in how brands communicate innovation to urban consumers. With Apex Ultima Protek, Asian Paints positions itself at the intersection of durability, design, and sustainability, offering solutions tailored to the climatic and developmental needs of southern India.

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Chennai Introduces Asian Paints Durable Exterior Paint Campaign With Chess Legends