In its two new ads, paints brand Birla Opus sells itself as the superior choice over the paint “that everyone uses”. Without saying it out loud, the Aditya Birla Group’s Grasim Industries owned paints brand is talking about market leader Asian Paints.
Made by Leo Burnett, actors Vicky Kaushal and Rashmika Mandanna pitch Birla Opus’ strengths while Saurabh Shukla and Neena Gupta bat for the paint that everyone uses respectively and claim, “don’t use too much of your brains” – a nod to how everyone just picks the market leader.
Commenting on the campaign, Rakshit Hargave, CEO, Birla Opus Paints, said – “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!”
The campaign will be amplified in Hindi and all major regional languages and backed by a 360-degree activation across TV, Digital, OOH, Print, and Radio to drive awareness and induce trials.
Bollywood superstar Vicky Kaushal mentioned – “I'm thrilled to be a part of the Birla Opus Paints family and looking forward to spreading vibrancy and colors in the lives of consumers. The campaign is creatively brought to life through these films in a really differentiated manner. I had a lot of fun shooting the ad with veteran actor Saurabh Shukla whose improvisation during the shoot was a treat to watch.”
Pan India Star Rashmika Mandanna mentioned – “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.”
Speaking about the campaign Rajdeepak Das, Chairman, Leo Burnett - South Asia said “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.”
Agency credits: Client: Birla Opus Paints Creative Agency: Leo Burnett India Production House: Chrome Pictures
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