Aditya Birla Group has assigned its creative and strategic mandate to Leo Burnett India, Birla Opus. Leo Burnett has been tasked with designing the brand architecture for the main brand – Birla Opus and driving the strategic, creative, and digital initiatives for its luxury and premium portfolio of brands.
“Birla Opus is a brand designed for today’s dynamic and audacious new India. Keeping this in mind we were looking for a partner who would be able to support our vision and craft a narrative that appeals to today’s audiences. We look forward to working with team Leo Burnett,” Inderpreet Singh, head- marketing, Birla Opus, said.
Leo Burnett India will craft the creative strategy and positioning for the overall brand Birla Opus, Birla Opus One and Birla Opus Calista, its luxury and premium category brands respectively, under the interior, exterior paints and enamels segment.
“An opportunity to work on a brand like Birla Opus comes once in a while. We are excited to help shape the brand’s roadmap and create groundbreaking work at the cusp of culture, creativity, data, and technology,” Abhimanyu Khedkar, executive director, Leo Burnett India, said.
The launch of ‘Birla Opus’, marks Aditya Birla Group’s entry into the expanding Rs. 70,000 crore Indian decorative paints market, with a level of upfront investment of Rs.10,000 crore.