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Birla Opus Launches Its New Thematic Communication and embarks on a journey to ‘Make Life Beautiful’!
18 June, 2024
The brand film features an animated colourless world made vibrant by a kid who beautifies spaces with his magical touch
Mumbai: Birla Opus Paints, housed under Aditya Birla Group’s Grasim Industries, today released its first thematic communication. The film brings to life the brand philosophy of Birla Opus articulated through the tagline ‘Make Life Beautiful’. With this new thematic communication, Birla Opus showcases the brand’s transformative power, which helps create a more beautiful world.
The film showcases a never done before Hi-Definition, 3D feature animation with realistic silhouettes, an industry first for any brand within the paints category in India. It has a melodious track created by renowned Indian composer, Ram Sampath which captures the essence of the campaign with the resounding message – ‘Duniya Ko Rang Do’ (Colour the world). This landmark campaign marks a significant milestone for Birla Opus Paints as it continues to expand its footprint across the nation. The film will be advertised 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. The communication has been conceptualised by Leo Burnett India and produced by Zombie Studio; a leading global animation studio based out of Brazil.
In February 2024, the Aditya Birla Group made a significant entry into the paint industry with the launch of Birla Opus. Committed to expanding its paints business, the company plans to establish six manufacturing facilities nationwide by 2025.
Commenting on the film launch, Rakshit Hargave, CEO, Birla Opus, said, "We understand the discerning tastes of today's consumers who seek products and experiences that resonate with purpose and value. With this film’s playful rendition which personifies our brand belief of ‘Make Life Beautiful’, we are excited to embark on this journey of transformation with our customers, inspiring them to embrace beauty with purpose."
Inderpreet Singh, Head – Marketing, Birla Opus, added, “We're thrilled to unveil our first-ever brand film for Birla Opus. The film exemplifies beauty which comes alive through one of the best animation styles in the world, comparable to HD animation in Hollywood movies, a first in the paints industry in India. The message, ‘Duniya Ko Rang Do’ crafted by renowned music composer, Ram Sampath, resonates with a powerful idea of finding hope, happiness and beauty in life.
Rajdeepak Das, CCO, Publicis Groupe - South Asia & Chairman, Leo Burnett - South Asia, said, “Birla Opus is a brand that is designed for today’s dynamic new Indian audiences. And we wanted to give the campaign a fresh and innovative approach. Using animation for storytelling, our film is an artistic approach to express how our audiences can surround themselves with colour that inspires and transforms.”
Concept: The film opens in a black and white world where a kid is shown touching an object in his house which transforms into its real vibrant colours. His mother is concerned that if anybody sees him doing this, they will get angry with him, so she tries to protect him by telling him not to do so. Later when he steps out, he again tries to use his power and then goes on a spree and touches all possible surfaces that transforms the dull and lifeless to colourful, vibrant and full of joy. The mother then realises the positive effect that her son has brought towards making the world a beautiful place!
Agency credits:
Client: Birla Opus Paints
Creative Agency: Leo Burnett India
Production House: Zombie Studio, Brazil
About Birla Opus Paints
Birla Opus Paints, housed under Grasim Industries, Aditya Birla Group’s flagship firm, offers Decorative Painting Solutions to consumers in India. Launched in 2024, Birla Opus Paints has a complete portfolio featuring a range of superior products across categories like interiors, exteriors, waterproofing, enamel paints, wood finishes, and wallpapers. With six manufacturing plants spread across India, Birla Opus Paints is well positioned to be amongst the market leaders in the decorative paints category. The brand aims to inspire people to turn their surrounding spaces into their very own masterpiece.
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August 2023
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GRASIM INDUSTRIES LIMITED, Birla Paints division
9th floor, Birla Centurion, Century Mills Compound, Pandurang Budhkar Marg, Worli, Mumbai– 400030, Maharashtra, India.
Registered Office:
Birlagram, Nagda- 456 331 (M.P.) Tel: (07366) 246760-66, Fax: (07366) 244114, 246024, CIN: L17124MP1947PLC000410
Allwood Contractor App Helpdesk
Call: 1800 120 1234, Monday to Saturday, 09:30 am – 6:30 pm (Except Public Holidays).
Product Warranty
Terms and Conditions for product warranty registration of Birla Opus products
The Warranty shall be effective from the date of purchase of the Product as per the tax invoice (“Warranty Start Date”), provided that painting work is fully complete, and the Consumer registers the Product for warranty.
The Product must be registered within 15 days from the date of purchase by calling customer care at 18001201234 or registering on www.birlaopus.com and furnishing purchase details as required during the Warranty registration.
The Warranty shall be valid for parameters and period as defined in the respective product warranty document (‘Warranty Period’) from the Warranty Start Date.
Upon settlement of any claim, Warranty of replaced Product will not start afresh, and will continue for the remainder of the Warranty Period from the Warranty Start Date.
If there is a break/ lag in completing the painting work, the registration of the Warranty and Warranty Start Date will be determined by the Company at its sole discretion.
The Company may appoint a person to examine and confirm the application of the Product as per the directions specified prior to registering the Warranty.
For registering of Warranty, where quantity of Product purchase is equal to or more than 200 litres, please call our Helpline on 1800 120 1234 with requisite details. The registration of Warranty in such cases is subject to a satisfactory pre‐inspection at site by Company’s representative.
- For the warranty to be applicable:
- Minimum volume of the product required to be purchased needs to be met
- Birla Opus recommended system needs to be used
- Product coverage and application guidelines need to be adhered
For more details, please refer to respective product specific warranty document and product information sheet.
Consumer may raise a claim within 30 days of discovering issue(s) noticed on the affected areas based on Warranty Parameters/ scope
The Consumer is required to notify the Company of the issue(s) noticed along with the invoice details, sample pictures and basis for Warranty invocation by contacting the customer care at 1800 120 1234. The Consumer shall provide such additional details as required by the Company and/or allow the Company to visit/inspect the painting site either in portion or entirety at the Company’s discretion.
In case where the Company decides that the Warranty is applicable on the issue(s) noticed on the affected areas, the Company shall bear the Replacements Costs as detailed in respective product warranty document to repair/ repaint the affected areas.
Replacement Costs shall mean the cost of material and labour required to correct the affected portions, as determined by the Company.
In case where the Company decides that Warranty is not applicable, the same shall be communicated to the Consumer.
Warranty is applicable only to the affected area where the Product is used in accordance with application guidelines and not to the rest of the areas.
In case the Consumer carries out repair works on the areas covered under the Warranty, the same shall be at their own risk and the Company’s Warranty on the Product shall not be valid on such repaired areas.
The Warranty will cover only manufacturing defects of the Product and will not cover any defects arising out of factors not in control of the Company. For more details of exclusions, please refer to the warranty document of respective product.
Except expressly stated, the Company disclaims any liabilities whether in contract, tort or otherwise. The Company makes no warranty regarding merchantability or fitness of products for any particular purpose.
The Company shall not be held liable towards loss or damages of incidental, indirect or consequential nature or for any value more than the tax invoice value.
In case of any disputes, exclusive jurisdiction of the courts of Mumbai shall apply. Governing laws shall be Laws of India.
The facts and all matters concerning any Warranty/ claim/ dispute will always be kept confidential by both the Consumer and the Company.