Asian Paints Unveils New Apex Ultima Protek Campaign Featuring Grandmasters Viswanathan Anand and Gukesh Dommaraju

Hyderabad: 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 in 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.