After its recent entry into the decorative paints sector earlier this year, Birla Opus Paints, part of Aditya Birla Group’s Grasim Industries, has unveiled its latest campaign – Naye Zamane ka Naya Paint (New Paint for the New Era). Conceptualized by Leo Burnett India, the campaign film stars popular actors Vicky Kaushal and Rashmika Mandanna as brand ambassadors, highlighting the paint’s distinctive features and superior quality. Joining them are veteran actors Neena Gupta and Saurabh Shukla, lending credibility and charm to the narrative.
With its unique concept, star-studded cast, and thoughtful execution, the campaign positions Birla Opus Paints as both modern and desirable. It will be promoted in Hindi and key regional languages, supported by a 360-degree marketing approach across TV, digital platforms, OOH, print, and radio to build awareness and encourage consumers to try the brand’s offerings.
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!”
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
