Mumbai: Birla Opus Paints, the decorative paints brand from Aditya Birla Group’s Grasim Industries, has unveiled its latest brand campaign, Celebrating Colours of India, as an extension of its core philosophy ‘Duniya Ko Rang Do’. The heartwarming film, set against the iconic Gateway of India, showcases how colour can reimagine India’s timeless monuments and rekindle national pride through beauty and transformation.
Following the success of the brand’s premiere campaign introducing the beloved Opus Boy, the new animated film takes the narrative forward, highlighting colour not just as a medium of beautification, but as a catalyst for change and storytelling. It portrays the Opus Boy adding vibrancy to a dull monument scene, inspiring joy, wonder, and deeper engagement with cultural landmarks.
Commenting on the campaign, Rakshit Hargave, CEO, Birla Opus Paints, said, “Following the impactful messaging and audience response from our previous campaigns, we are incredibly proud to introduce our new communication that celebrates India’s heritage by reimagining possibilities of transformation through vibrant colours and patterns. The film reinforces the influence of colours and our commitment to beautify spaces, while contributing to the national spirit and pride.”
Inderpreet Singh, Head – Marketing, Birla Opus Paints, added, “Our ‘Duniya Ko Rang Do’ philosophy has always been centred on the profound impact of colour, and with our new campaign, we are taking this belief to a national canvas. By showcasing the potential of our paints with places of national heritage and deep cultural significance, we aim to create a powerful story of hope, reminding every Indian of the beauty around them and the transformative potential of paints.”
Sachin Kamble, Chief Creative Officer, Leo India, stated, “Building on the success of the much-loved launch film, this new set of Birla Opus films amplifies the ‘Duniya Ko Rang Do’ thought. We’ve continued our use of 3D feature animation to create a rich, immersive experience, this time set against the backdrop of one of India’s most iconic visuals. Their grandeur and timelessness serve as the perfect canvas to inspire audiences to reimagine the world through the transformative power of colour.”
Conceptualised by Leo India and produced in collaboration with Zombie Studios, Brazil, the campaign is being rolled out across television, digital platforms, print, radio, and OOH, ensuring high visibility and reach across urban and regional audiences.
