MUMBAI: The second edition of Art Mumbai, presented by Birla Opus took place from 14 to 17 November 2024. It occupied a larger area of the Mahalaxmi Racecourse. This year Art Mumbai looked to blend the allure of its venue with an even more diverse display of original and fine art from South Asia and around the world. In addition, there were curated experiences, a speaker series and installations at the bigger and brighter Art Mumbai 2024.
Speaking to Medianews4u.com , Inderpreet Singh, Head of Marketing at Birla Opus Paints said that Birla Opus Paints believes in the transformative power of art and colour – more than just visual elements; they evoke emotions, tell stories, and have the power to transform any space. “After our successful Naye Zamane Ka Naya Paint campaign, our association with Art Mumbai 2024 helps us take our commitment to fostering artistic expression and building a strong community a step ahead. This partnership was born out of a shared vision—to create immersive experiences that celebrate the fusion of art and design.”
Art Mumbai he noted has been able to establish itself as a leading platform for contemporary art, bringing together emerging and established artists to showcase their unique perspectives and redefine the art landscape in India.
“This resonated deeply with our ethos at Birla Opus, where we aim to inspire and empower creativity of people, especially to transform their surroundings. By integrating art into our brand narrative, we hope to encourage our customers to see their spaces as canvases and to choose colours that reflect their individual stories. We’re thrilled to embark on this journey and look forward to creating spaces that are not just painted but thoughtfully curated through art.”
He goes on to explain that on-ground events play a key role in how Birla Opus Paints connects with its audience, offering direct, immersive experiences that highlight its commitment to creativity and design. “These events provide a platform to showcase our offerings in real-life settings, enabling customers to see first hand how colour and art can transform spaces. Through such events, we aim to create spaces where design enthusiasts, artists, and professionals can experience our products beyond the catalogue—where they can see, feel, and truly understand how colours and finishes can redefine their spaces.”
He noted that the partnership with Art Mumbai saw every wall of the venue brought to life using Birla Opus Paints’ vibrant colours. Each wall was accompanied by a shade card, introducing attendees to its palette of 2,300 tintable shades. There was also a Birla Opus Lounge for VIPs, offering a curated space for relaxation and engagement. The event also featured the Birla Opus Auditorium, where the Speaker Series unfolded, providing patrons with insights into art, culture, and the transformative power of colours.
He explains that for like-minded associations, the goal is squarely brand building. “While our marketing toolkit is a good balance of digital and traditional approaches, Art Mumbai is more about creating deeper and meaningful connections with the community. Partnerships like this enable us to highlight our brand ethos—where colour blends seamlessly with creativity and innovation—while cultivating a community of art and design enthusiasts. “
He goes on to explain that this partnership focuses on shaping perceptions, building awareness, and positioning Birla Opus Paints as a brand that champions creativity and self-expression, while inspiring consumers to transform their surroundings and Make Life Beautiful. “By investing in inspiring and engaging experiences, we aim to build lasting relationships with our consumers and establish ourselves as a leader at the intersection of art and design.
“Looking ahead, you can expect us to explore more collaborations, bringing unique and engaging experiences to our consumers. At Birla Opus, we see ourselves as enablers of creativity, and every on-ground event is an opportunity to deepen that connection with our audience.”
When asked about the festive season he said that it started with a bang for Birla Opus Paints! “We launched our highly anticipated campaign ‘Naye Zamane Ka Naya Paint’, featuring Bollywood stars Vicky Kaushal and Rashmika Mandanna. The campaign presented Birla Opus Paints as the youngest paint brand that understands and solves today’s modern consumer needs through its superior product performance while highlightings its unique and distinctive features and superior quality. It aimed to build brand consideration through a 360-degree activation strategy, including TV, digital, print, radio, and OOH (Out-of-Home) media, and we have to say it was quite a success with consumers reacting to the entire activation very positively.”
“Just before the festive season is usually when our consumers are looking at redecorating or sprucing up their homes and walls. We believe it was the perfect time to launch our campaign and introduce them to the ‘new’ best-choice in paints!”
He noted that even the partnership with Art Mumbai coincided perfectly with the festive season, offering it the opportunity to further connect with the audience during a time when creativity and celebration are at the forefront.
