Mumbai: Birla Opus Paints, housed under Grasim Industries, part of the Aditya Birla Group, has launched its latest integrated campaign focussed on its ‘10% Free Paint’ proposition. This is a value benefit designed to help consumers navigate the rising cost of painting while ensuring their homes continue to receive the care they deserve, within budget.
Rooted in the insight that even a small increase in painting costs often leads households to postpone home improvement plans or compromise on other aspirations, the campaign highlights how consumers no longer have to limit their choices.
Conveyed through three films, the campaign captures relatable family moments where rising painting costs initially appear to come at the expense of personal aspirations. Just as disappointment sets in, Birla Opus Paints’ ‘10% Free Paint’ offer changes the narrative, reinforcing that consumers can now paint their homes without stretching their budgets or sacrificing the things they value. Through humour, contemporary storytelling and everyday family dynamics, the films reflect the mindset of today’s value conscious consumers while bringing alive the brand philosophy of ‘Naye Zamane Ka Naya Paint’ that helps families enjoy the best of both worlds.
Inderpreet Singh, Head – Marketing, Birla Opus Paints, said, “Today’s consumers are constantly looking for smarter ways to maximize value without compromising on quality or their aspirations. While we have observed phased price increases, through our ‘10% Free Paint’ proposition, we aim to address a genuine consumer concern with a benefit that is both meaningful and differentiated. This campaign uses humour and relatable family dynamics to demonstrate that choosing Birla Opus Paints allows consumers to care for their homes in a cost-effective way, perfectly reflecting our promise of ‘Naye Zamane Ka Naya Paint’.”
Sachin Kamble, chief creative officer, Leo South Asia, “This campaign is rooted in a simple consumer insight: when unexpected expenses arise, people look for ways to save elsewhere. At a time when painting costs are increasing, Birla Opus Paints wanted to reassure consumers that there is a better alternative in the market, delivered through a light-hearted and humorous execution.
