Virat Kohli fronts Asian Paints' campaign for 'Apcolite All Protek' emulsion

Asian Paints has introduced Apcolite All Protek, a new premium interior emulsion. Developed to meet evolving consumer needs for durable and aesthetically pleasing home surfaces, this product incorporates 'Lotus Effect Technology' for enhanced stain repellency and flame retardance.

Inspired by the natural self-cleaning properties of the lotus leaf, Lotus Effect Technology forms a protective shield that repels common household stains before they can even settle. From coffee to sauces and crayons, this next-gen formulation ensures walls stay pristine with minimal effort making it the ideal solution for contemporary Indian homes that are active and full of life. The paint also comes with flame-retardant properties, a refreshing fragrance, and is available in both Matt and Shyne finishes. With a 6-year performance warranty, it represents the highest standards of durability and care.

Speaking on the launch, Amit Syngle, MD & CEO, Asian Paints 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.”

The launch is accompanied by a new ad film starring Virat Kohli, the brand’s ambassador, who brings the product’s promise to life with charm and energy. Conceptuailsed by McCann Worldgroup, the ad takes viewers into a playful yet relatable setting, where Kohli’s beautifully done-up home is put to the test by a mischievous child armed with juice, milkshakes and more. In every instance, Apcolite All Protek rises to the challenge effortlessly repelling every stain. The film captures the product’s power in a light-hearted narrative that resonates with modern families navigating playful, unpredictable moments with style.

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.”