Imagine Ranbir Kapoor, not as a Bollywood heartthrob but as a daring spy in the middle of a Moroccan market, dodging missiles and enemies. That’s the cinematic thrill Asian Paints brings to its latest campaign, “The Safe House,” for its revamped exterior paint, Apex Ultima Protek. The paint, now fortified with Graphene—a material known for its strength and resilience—promises unmatched protection for homes, with the ability to endure the harshest of conditions like rain, blazing sun, and relentless dust. And it comes with a 12-year warranty.

The ad, crafted by Ogilvy India and directed by Shashanka Chaturvedi, features Ranbir Kapoor embracing his inner action hero. In a gripping spy thriller setup, Kapoor and his partner are cornered by adversaries but find sanctuary in a ‘Safe House’. Protected by Apex Ultima Protek, the house becomes a fortress—impervious even to missile attacks. The ad cleverly uses this safe house as a metaphor for the paint’s extraordinary durability, portraying it as the ultimate defender against nature’s elements.

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Speaking on the campaign, Amit Syngle, MD and CEO of Asian Paints, shared that through this campaign, they aim to capture the nation’s imagination while showcasing the toughest protection for Indian homes. Sukesh Nayak, Chief Creative Officer at Ogilvy India, describes it the strength of Apex Ultima as a symbol of strength in the face of adversity, adding that Ranbir as a super spy makes the storytelling even more intense and unforgettable.