Mumbai: Birla Opus Paints, a new entrant in the decorative paints sector under Aditya Birla Group’s Grasim Industries, has launched its latest campaign, ‘Naye Zamane ka Naya Paint’ (New Paint for the New Era). The campaign features popular Bollywood actors Vicky Kaushal and Rashmika Mandanna as brand ambassadors, alongside esteemed veterans Neena Gupta and Saurabh Shukla. Conceptualized by Leo Burnett India, the campaign aims to position Birla Opus as the “youngest” and most desirable paint brand on the market.
The campaign is designed to highlight the unique features and superior quality of Birla Opus Paints, showcasing how the brand meets the evolving needs of modern consumers. The campaign will be promoted in Hindi and all major regional languages, supported by a comprehensive 360-degree marketing strategy across TV, digital platforms, outdoor advertising, print, and radio.
Rakshit Hargave, CEO of Birla Opus Paints, expressed excitement about the campaign’s launch during the festive season, stating, “With ‘Naye Zamane ka Naya Paint,’ we showcase our product’s performance through a dynamic cast, blending the fresh energy of Vicky Kaushal and Rashmika Mandanna with the timeless charm of Saurabh Shukla and Neena Gupta. We believe this campaign will resonate deeply with our consumers, reflecting our innovative and inspiring approach!”
Vicky Kaushal shared his enthusiasm for the brand, saying, “I’m thrilled to be part of the Birla Opus Paints family and look forward to spreading vibrancy and colors in consumers’ lives. The campaign creatively brings this message to life, and I had a lot of fun shooting the ad with Saurabh Shukla, whose improvisation during the shoot was a treat to watch.”
Rashmika Mandanna added, “I believe in evolving with changing times. This latest campaign by Birla Opus Paints reflects my belief in making choices backed by facts rather than following general practices. Working with Neena Ji was a fantastic experience, and I look forward to a great partnership with Birla Opus Paints.”
Rajdeepak Das, Chairman of Leo Burnett South Asia, emphasized the campaign’s relevance, stating, “We live in a world that’s constantly transforming, reshaping our homes, needs, and perspectives. Our film, featuring an ensemble cast, presents an entertaining perspective on how, while old-school paints served their purpose in the past, it’s time to embrace the next generation of paints meticulously designed to meet the ever-changing needs of New India.”
As Birla Opus Paints seeks to carve its niche in a competitive market, this campaign aims to establish a strong connection with consumers, demonstrating the brand’s commitment to innovation and quality in the decorative paints sector.
Link to the film:
Rashmika Mandanna’s Interior Luxury Film:
Vicky Kaushal’s Interior Economy Film:
Agency credits:
Client: Birla Opus Paints
Creative Agency: Leo Burnett India
Production House: Chrome Pictures
