Mumbai: Birla Opus Paints has strengthened its association with JioStar for Tata IPL 2026, continuing its strategy of leveraging high-impact cultural platforms to build brand visibility and consumer connect.
Building on the scale and cultural resonance of the IPL, the brand has partnered with Wavemaker India to execute a multi-platform campaign aimed at driving adoption and reinforcing product quality credentials. The collaboration reflects Birla Opus Paints’ focus on embedding itself within moments that unify audiences across geographies, languages, and demographics.
Last year, the partnership came alive through the ‘Indian Colours League’ campaign, celebrating rivalries and camaraderie by blending team colours under the brand’s philosophy of ‘Duniya Ko Rang Do’. This year, the focus shifts to the ‘Main Bhi…’ campaign, which highlights brand preference and performance through a unified gesture of endorsement by players across teams.
The 2026 campaign features a line-up of prominent IPL cricketers including Shivam Dube, Varun Chakaravarthy, Axar Patel, Rajat Patidar, Washington Sundar, Nitish Kumar Reddy, Ashutosh Sharma, Dhruv Jurel, Avesh Khan, and Nehal Wadhera, reinforcing the brand’s contemporary and culturally relevant positioning.
Inderpreet Singh, Head – Marketing, Birla Opus Paints, said, “Our association with JioStar for Tata IPL has delivered strong momentum for us, both in scale and cultural relevance. As the country’s biggest celebration of sport, it is also India’s most powerful media platform, cutting across regions, towns, tiers and audiences. There’s no better unifier to bring our brand proposition to life. This association continues to unlock new opportunities for us to engage with consumers through unique ideas, powerful storytelling and meaningful collaborations. Our partners help in bringing this vision to life, helping us connect with audiences in ways that feel contemporary, relevant and truly new age.”
Anup Govindan, Head of Sales, Sports, JioStar said, “TATA IPL on JioStar delivers unmatched scale alongside the high-attention context that brands need to drive real outcomes. What makes Birla Opus’ association particularly compelling is how thoughtfully they have activated across the full JioStar canvas leveraging Linear TV for mass reach, CTV for premium high-attention environments, digital for precision targeting across languages and geographies. Add with the seamless player integrations; their storytelling feels authentic. They are going beyond visibility, to driving stronger engagement, measurable business impact, and meaningful value for fans alike.”
Shekhar Banerjee, President, Client Solutions, WPP Media South Asia, said, “Moments like IPL are cultural anchors that bring millions together in real time. For brands, the opportunity lies in showing up meaningfully within these shared experiences, moving beyond visibility to genuine participation. Our continued partnership with Birla Opus Paints reflects an ambition to build deeper and more contextual consumer connections by aligning brand narratives with moments that truly matter. By combining data, creativity, and integrated media ecosystems, we enable brands not just to be present, but to become an integral part of India’s collective experiences.”
Through its continued mix-media collaborations and integrated storytelling approach, Birla Opus Paints is reinforcing its ambition to build a modern, culturally connected brand—leveraging marquee platforms like the IPL to drive deeper engagement and long-term brand equity.
