ill now looks, colour and durability have been the recurring theme of every campaign of paint companies. Now, Asian Paints is trying a different tack to push the new variant of one of its brands - Apex. Dirt resistance is the USP of the Apex Ultima Advanced Anti Algal Weather Proof Emulsion, a water-based, modified acrylic, anti algal, high performance exterior wall finish.

Says K B S Anand, vice president, sales & marketing, Asian Paints: "Most paint brands talk about features like exterior beauty and time-proof beauty. For this product, we have taken time-proof beauty as granted. Here we are focusing on greater durability and dirt resistance."... more