Asian Paints Apex Ultima Brings Kashmiri Culture to Life in New Ad
Asian Paints has released a heartwarming new film for its Apex Ultima range, shining a spotlight on Kashmir’s traditional art. The ad captures how a family lovingly restores their ancestral home, using Apex Ultima to preserve its heritage and charm.
The campaign, titled “Har Rang Mein Desh Ke Rang”, tells a visually rich story. It features local Kashmiri elements—hand-painted wood, papier-mâché art, and intricate motifs—revived through layers of vibrant paint. Each scene not only shows the beauty of the home but also honours the region’s artistic legacy.
Apex Ultima, known for its weatherproof durability, plays a central role in this transformation. The product’s promise of long-lasting protection is subtly woven into the narrative, set against Kashmir’s changing weather.
Amit Syngle, MD and CEO of Asian Paints, shared his thoughts on the campaign:
“We wanted to go beyond product benefits and celebrate what homes truly represent—our cultural identity. This film captures the essence of preserving tradition through modern solutions like Apex Ultima.”
The campaign was conceptualised by Ogilvy and is already gaining attention for its emotional depth and cultural relevance. The storytelling connects with audiences who value both heritage and modern comfort.
With this film, Asian Paints continues its mission of painting more than just walls. It’s painting stories, memories, and legacies—while offering reliable protection for homes in all climates.
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