Asian Paints, India’s biggest paint and decor manufacturer, has released a new ad film featuring brand ambassador Virat Kohli, promoting ‘Apcolite All Protek’, a revolutionary interior emulsion designed for modern living.
As Indian homes become more colourful and dynamic, there is an increased need for interiors that blend elegance and durability. Using Lotus Effect Technology, this premium paint repels stains before they settle, whether they’re coffee, sauce, or crayons, keeping walls immaculate with no effort. It also has flame retardant characteristics, a pleasant aroma, and comes in Matt and Shyne finishes, with a 6-year performance warranty.
The commercial, created by McCann Worldgroup, takes viewers to an amusing yet familiar scene in which Kohli’s beautifully decorated home is put to the test by a cheeky toddler armed with juice, milkshakes, and more. Apcolite All Protek rises to the occasion, effectively repelling any stain. The film showcases the product’s power in a light-hearted story that speaks to modern families that navigate lively, unpredictable occasions with flair.
Asian Paints has been setting industry standards for over 80 years, with innovations ranging from Teflon-based stains to Graphene lamination. Apcolite All Protek represents the next step ahead, providing elegance, safety, and strength for today’s modern Indian homes.
Amit Syngle, MD & CEO, Asian Paints Ltd. said, “At Asian Paints, we spend a lot of time understanding how homes are evolving, and our innovations reflect what today’s consumers truly need from their spaces. Today’s households are dynamic—full of celebrations, children, pets and everyday activities that leave their mark. With Apcolite All Protek and its Lotus Effect Technology, we’ve created a solution that responds to this reality. It takes the stress out of keeping walls clean with best-in-class stain repellency. It’s a step towards smarter, more seamless living, where homes reflect elegance and endure daily wear with ease.”
Prasoon Joshi, Chief Creative Officer & CEO McCann Worldgroup India, and Chairman McCann Worldgroup APAC, said, “Innovation and performance define Asian Paints, and Apcolite All Protek exemplifies that spirit. With its revolutionary ‘Lotus Effect Technology,’ it prevents stains before they even stick, which is a true shift in the stain ‘removal’ category. Bringing this innovative feature to life visually needed a fresh approach, and with Virat Kohli leading the charge, this campaign delivers both charm and impact.”
With this launch, Asian Paints once again redefines expectations in the super-premium interior paint market, proving that the brand is influencing the future of paints and décor rather than just participating in it.
