Asian Paints has unveiled its latest premium interior emulsion – “Apcolite All Protek powered by Lotus Effect Technology”.
Per an official release, Lotus Effect Technology forms a protective shield that repels “common household stains before they can even settle”, and is available in both Matt and Shyne finishes, with a 6-year performance warranty.
Speaking on the launch, Asian Paints Ltd MD & CEO Amit Syngle 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.
Conceptualized 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.
