Birla Opus Paints, a brand under Aditya Birla Group’s Grasim Industries, has launched its latest campaign titled ‘Naye Zamane Ka Naya Paint,’ translating to ‘New Paint for the New Era.’ This campaign comes after the brand’s entry into the decorative paints sector earlier this year. Conceptualised by Leo Burnett India, the campaign features prominent actors Vicky Kaushal and Rashmika Mandanna as brand ambassadors, alongside veteran actors Neena Gupta and Saurabh Shukla. The campaign aims to position Birla Opus Paints as a modern and desirable choice for consumers.
The advertising campaign will be amplified in Hindi and all major regional languages, supported by a comprehensive 360-degree activation strategy that includes television, digital, out-of-home, print, and radio advertising to drive brand awareness and encourage product trials.
“With our new campaign, ‘Naye Zamane ka Naya Paint,’ which is getting launched this festive season, we highlight our product’s performance through a dynamic cast, blending the fresh energy of Vicky Kaushal and Rashmika Mandanna along with the timeless charm of Saurabh Shukla and Neena Gupta. We’re confident this campaign will deeply resonate with our consumers, showcasing our innovative and inspiring approach!” Rakshit Hargave, CEO, Birla Opus Paints, said.
“I believe one should evolve with changing times. The latest campaign by Birla Opus Paints is a reflection of my belief to make choices backed by facts and not following the general practice. I am happy to partner with Birla Opus as their ambassador and shooting the ad with Neena Ji was a great experience. I look forward to a great association with Birla Opus Paints,” Rashmika Mandanna said.
The agency credits for the campaign are as follows: Client – Birla Opus Paints, Creative Agency – Leo Burnett India, and Production House – Chrome Pictures.
“We live in a world that’s constantly transforming, reshaping our homes, needs and perspectives. Our film featuring an ensemble cast brings an entertaining perspective of how while old school paints worked in the past, it’s time to embrace the next generation of paints which are meticulously designed to meet new India’s ever-changing needs,” Rajdeepak Das, Chairman, Leo Burnett – South Asia said.