Apex Ultima Protek steals the thunder in the outdoor

Asian Paints made a thunderous presence on the OOH landscape to promote its Apex Ultima Protek waterproofing and durable exterior emulsion painting system that’s based on nanotechnology which keeps the walls protected from problems like dampness, algae, cracks, and colour fading. MOMS Outdoor Media Solutions planned and executed the 2-3 week OOH campaign that hit the streets in 14 cities across the country, with the tagline “Baarish Aane Do” communicated in the local vernacular. The effervescent Bollywood icon Ranbir Kapoor, brand ambassador of Asian Paints’ Apex Ultima Protek, featured prominently in the creatives.

MOMS Outdoor used a varied media mix for the campaign that included large format sites, mall facades, gantries and bus shelters. At the same time, highly impactful innovations were rolled out to augment the campaign effect. While one innovation involved creating a thunder like effect on the campaign-featuring billboards with flickering lights that complemented the essence of the tagline, the other innovation was that of using cut-outs of Ranbir Kapoor’s images on back-lit box with LED lining of the “Baarish Aane Do” tagline.

Commenting on the campaign planning and execution, Jayesh Yagnik, COO, MOMS Outdoor Media Solutions, said that “Asian Paints, known for remarkable communication, launched a new premium exterior paint offering called Ultima Protek. The new product features the new face of the brand, Ranbir Kapoor, with a quirky, humorous and refreshing style of conveying the brand promise. Taking the new communication to OOH, we extended the campaign to a multi-media platform in the OOH space on pan-India basis. Further, we used clutter-breaking innovations to bring out the ‘Thundering effect’ on the billboard to highlight the main communication – ‘Baarish Aane Do’. Presence at key catchment areas and clutter breaking innovations helped MOMS to achieve the Brand Promise.”