MUMBAI: Birla Opus Prime, the institutional division of Birla Opus Paints, has announced the launch of Prime Express – a first‑of‑its‑kind on-road experience centre aimed at transforming how institutional customers engage with paint solutions. The campaign was officially flagged off from Birla Opus’ Mumbai Headquarters and the Delhi Zonal Office.
Over the next 125 days, the two Prime Express buses will travel across 44 cities, as a part of a 180‑day campaign activation period. The idea is to take the brand’s next‑generation paint technologies directly to the doorsteps of builders, developers, corporates, government agencies, and architect firms. Through this initiative, Birla Opus Prime will engage with over 10,000 design and construction professionals nationwide.
The interiors of both the Prime Express buses have been custom-designed by artist, interior designer, and design influencer – Kanak Nanda. The aim is to ensure that every touchpoint reflects a high-quality experience for consumers. They will also serve as experience zones featuring:
– Over 30 high‑performance products across exteriors, interiors, enamels, waterproofing, and textures
– Live demonstrations of waterproofing solutions tailored for large‑scale projects
– Curated colour philosophies for institutional segments such as education, healthcare, and corporate spaces
– A Colour Selection showcase
– A showcase of projects completed by the brand in its first year
Rakshit Hargave, CEO, Birla Opus Paints, said, “We consider Prime Express to be a movement to redefine customer engagement in the institutional paints segment. We are bringing innovation, performance, and design excellence directly to the doorstep of our key customers, setting a new service benchmark in the industry. With this activation, Birla Opus Paints strengthens its commitment to providing end-to-end solutions for consumers across segments, right from product performance to on-site support, all while staying true to our brand’s philosophy of ‘Duniya Ko Rang Do’.”
Birla Opus Prime says that its motto is to provide outstanding products and solutions that surpass customer expectations, ensuring excellence and satisfaction. With this new initiative, the brand will look to continue to deliver on its promise of functionality, longevity, and performance, offering solutions that exceed expectations.
