Birla Opus, from the House of Aditya Birla Group, has assigned its creative duties to DDB Mudra for four brands in the range, following a multi-agency pitch. The mandate involves crafting strategy and communications for Birla Opus which offers a wide array of decorative paints aimed at businesses and consumers.
“We look at our agency partners as an extension of our team, sharing similar passion and belief in the brand. We endeavour to make the lives of our consumers a little more colourful and prettier every day and we are pleased to have DDB Mudra as our partners in this journey,” Inderpreet Singh, head- marketing, Birla Opus, said.
With the partnership, DDB Mudra will manage the portfolio of four brands from Birla Opus: Style (economy paints range), AllWood (wood finishes), AllDry (waterproofing) and Prime (institutional).
“We are delighted to be a part of the journey of Birla Opus. This is a big moment in the paint category in India. During our interactions with the team at Birla Opus, including the R&D team, we immediately felt their passion and ambition to disrupt and change the course of the paint category. DDB’s DNA has always been about making challenger brands win, and we intend to come true on the creative mandate Birla Opus has given to us,” Saad Khan, president and managing partner – growth and strategy, DDB Mudra Group, said.
The brand is committed to expanding pan-India distribution points and manufacturing units. As a flagship company of the Aditya Birla Group, Grasim will build upon a foundation established over the years and leverage the power and trust associated with the brand.