Filli vs Marshall vs Çanakkale: Paint Brand Comparison

Paint brand selection during a renovation is a more consequential decision than it appears. Filli, Marshall and Çanakkale are all strong players in the Turkish market, but each has a distinct strength, price segment, and application character. This article draws on three years of Ankara projects in which we have applied all three brands repeatedly, and answers the practical question: which paint fits which project?

First, the disclaimer: none of these three is “bad.” Each offers a full range of professional-tier products. The right question isn’t “which is best?” — it’s “which is most appropriate for my project?”

Where the three brands sit

Filli Boya

Known for consistent performance, broad color palette, and strong R&D. Mid-to-upper segment products like Star Royal, Momento Mat and Şato have coverage power among the best in the market. The color palette is deep — custom color matching (RAL and NCS systems) is standard service.

Marshall

The Turkish brand of the AkzoNobel group. Brings international technology to the local market. Products like Maxima Plus and Akrilik Mat stand out for washability and stain resistance. The antibacterial line (especially Marshall Hijyen) is among the strongest available.

Çanakkale Boya

Part of the same group as Çanakkale Seramik. Relatively newer in the paint market, but has carved out a niche in decorative-effect paints (Vintage, Matte Vintage) and granite-look wall finishes. In standard matte and silk matte lines it sits in the mid segment.

Comparison table

The figures below are for mid-to-upper segment interior paints (Filli Momento Mat, Marshall Maxima Plus, Çanakkale Glamour Mat) at 2026 Ankara market averages.

Criterion	Filli Momento Mat	Marshall Maxima Plus	Çanakkale Glamour Mat
Per liter (15L pail)	~3,200 TRY	~3,450 TRY	~2,950 TRY
Typical coverage (m²/L)	10–12 m²	9–11 m²	9–11 m²
Two-coat consumption (100 m² wall)	19–22 L	21–24 L	22–25 L
Drying time between coats	4–6 hours	4–6 hours	5–7 hours
Washability	Very good	Excellent	Good
Color range	Very wide	Very wide	Medium-wide
Antibacterial line	Yes (Şato Hijyen)	Yes (Hijyen series)	Limited
Suitability for embassy/diplomatic projects	High	Very high	Medium

These numbers come from actual application experience and may diverge from catalog values. Real coverage depends on primer quality, wall condition, ambient humidity, and temperature.

Coverage: one coat or two?

“Covers in one coat” is one of the most misleading promises in paint marketing. In reality:

• Filli Momento Mat can cover in one coat from a light color to a light color. Going from dark to light demands two coats.
• Marshall Maxima Plus similarly; one coat only works dark-to-dark.
• Çanakkale Glamour Mat in professional use almost always demands two coats.

In our professional practice we apply two coats in every case. The reason: a single coat shows yellowing, translucency, and uneven sheen 6–12 months later. It looks fine on day one and becomes a complaint at month nine.

The role of surface prep, and its impact on cost, is covered in our Ankara renovation cost per m² 2026 piece.

Antibacterial paints: marketing or genuine benefit?

Antibacterial paint technology uses silver ions or similar additives to inhibit bacterial growth on the surface. Areas where it adds real value:

• Bathrooms (especially in homes with children)
• Kitchens (zones where grease and moisture collect)
• Children’s rooms
• Hospitals, clinics, preschools
• Hotel and restaurant kitchens

For bedrooms and living rooms, antibacterial paint is “won’t hurt, why not” — but the 80–150 TRY/m² premium may not feel worth it.

Marshall’s products in this category are among the most developed on the market. Filli’s Şato Hijyen line is a strong alternative. Çanakkale’s offering in this segment is more limited.

Which brand for which project?

Rental apartment or budget-focused project

Pick: Filli Pratik / Marshall Akrilik Mat / Çanakkale Easy (entry tier)

In this segment all three brands perform similarly. Per-liter prices fall between 1,500 and 1,900 TRY and consumption for 100 m² averages 25–30 liters. These are standard in our Eko and Eko Plus packages. See Eco Plus package for the inclusion list.

Private home, mid-to-upper renovation

Pick: Filli Momento Mat or Marshall Maxima Plus

Both deliver longevity, good washability, and a wide color range. The choice usually comes down to whether the specific shade you’ve picked sits in one brand’s palette or the other. Used by default in our Standart and Elit packages.

Embassy residence or VIP client

Pick: Marshall Maxima Plus or Filli Şato (upper tier)

At this level, washability, classical durability, and international compliance certificates become decisive. Marshall’s AkzoNobel parent provides the VOC certifications and LEED compatibility frequently required in embassy projects. We treat this in depth in diplomatic mission renovation standards.

Decorative-effect projects

Pick: Çanakkale Vintage line or Marshall’s decorative range

For matte granite finishes, vintage texture, mineral effects, Çanakkale is a strong choice. Filli’s offering is more limited in this segment.

Primer compatibility: the overlooked factor

The factor most often skipped during paint selection but most important for long-term quality is primer compatibility. The three brands’ recommendations differ:

• Filli finish coat → Filli Şato Astar or Filli Mikro Astar primer
• Marshall finish coat → Marshall Maxiprimer or Marshall Plastik Astar
• Çanakkale finish coat → Çanakkale primer or a comparable acrylic primer

Cross-brand stacking (Filli primer + Marshall finish) technically works but creates a warranty situation where both brands can deny responsibility. At Ekinoks we use single-brand systems (primer + finish) on each project.

Color matching: the same color looks different across brands

A subtle but important truth: the same NCS code (e.g. NCS S 1002-Y) reads differently in Filli, Marshall and Çanakkale. Even though the tinting systems use the same standard, pigment quality and base paint differ.

Practical advice: if you committed to a color early in the project, don’t switch brands at the last minute. If you must switch, test on a small concealed area (behind a future wardrobe, for example) first.

Drying time and ventilation

Renovations done in winter can see drying times double. In high-humidity summer conditions, the paint surface can come out with micro-texture. Optimum conditions:

• Temperature: 18–24°C
• Humidity: 40–60%
• Airflow: moderate (not a draft)

Under these conditions Filli and Marshall products are ready for a second coat in 4–6 hours. Çanakkale products want 5–7 hours.

Conclusion: all three are good — context decides

Filli, Marshall and Çanakkale are three strong players in Turkey’s paint market. Which is right for your project depends on your budget tier, end use, decorative-effect requirements, and aesthetic preferences.

If you’re unsure which brand to specify for your renovation, we can recommend after the on-site survey. You can also read about the renovation process itself in our apartment renovation step-by-step piece, or reach out via our contact page with specific questions. At Ekinoks we use a single-brand system on each project, and we provide the warranty documentation for every product applied at handover.