Mumbai: Birla Opus Paints, housed under Aditya Birla Group’s Grasim Industries, has announced the launch of its latest campaign – ‘Birla Opus Assurance’, a first-of-its-kind assurance in the Indian paint industry. This bold initiative underscores the company’s confidence in its advanced product quality and reinforces its commitment to customer satisfaction.
The ‘Birla Opus Assurance’ offers consumers a free repainting service within one year if required, making it India’s first paint brand to introduce such a promise. Designed to withstand and be tested across all four seasons, the one-year repainting warranty goes beyond the existing product warranty, ensuring complete peace of mind for homeowners.
The campaign films highlight this proposition in an engaging and humorous way. Brand ambassadors Vicky Kaushal and Rashmika Mandanna feature in multiple avatars alongside an ensemble cast including Ranveer Shorey, Murali Sharma, Seema Pahwa, and Jaaved Jaaferi. Together, they bring to life the brand’s promise while thanking the design and construction community for their continued trust and recommendations.
Commenting on the campaign, Rakshit Hargave, CEO, Birla Opus Paints, said, “Our ‘Birla Opus Assurance’ initiative reflects our deep-rooted belief in the exceptional quality and performance of our products. We understand that painting homes is a significant decision for consumers, and ‘Birla Opus Assurance’ is our way of providing them with complete peace of mind, reinforcing our commitment to being a truly consumer-centric brand.”
Inderpreet Singh, Marketing Head, Birla Opus Paints, added, “We unveil ‘Birla Opus Assurance’ as we ascend in our communication journey, it is a bold statement of confidence in our products’ quality. The films strike a perfect balance between humour and reassurance, with Vicky and Rashmika adding their charm in different looks and situations. Through Birla Opus Assurance, we are building a brand that truly delivers on its word.”
Sharing his creative perspective, Sachin Kamble, Chief Creative Officer, Leo – South Asia, said, “For ‘Birla Opus Assurance’, we tapped deeply into the Indian mindset of value, trust, and quality service. To address everyday consumer concerns, we brought in the opinion experts – the dealers, contractors, architects to bring the Birla Opus promise of quality to life. Led by Vicky and Rashmika, each film uses humour, storytelling, and character to reiterate the brand promise that Birla Opus Paints stands by its product with confidence, backed by a free repainting assurance.”
The ‘Birla Opus Assurance’ campaign will run across TV, digital, and print platforms, amplified in Hindi and all major regional languages to drive consumer confidence and encourage trials.
Agency credits:
Client: Birla Opus Paints
Creative Agency: Leo India
