Building on its core philosophy of ‘Duniya Ko Rang Do’, Birla Opus Paints, housed under Aditya Birla Group’s Grasim Industries, launched their new brand campaign, a heartfelt national initiative that brings India’s timeless monuments to life, beginning with the iconic Gateway of India, revealing how the power of colour can rekindle pride, beauty, and transformation across the nation.
Building on the success of the premiere campaign that introduced the Opus Boy; the new campaign – Celebrating Colours of India, is an evolution of ‘Duniya Ko Rang Do’ narrative, taking the vision further, revealing the power of colour to transform not just spaces, but perspectives, at every scale. Continuing with the animated approach, the heartwarming film reintroduces the Opus Boy in an attempt to colour the world around him and spread joy, deepening the premise of transformation through colour. By reimagining iconic monuments, the campaign showcases how beauty can open avenues of wonder and storytelling. While our monuments already stand tall in history and grandeur, this artistic reimagination is an effort of creative celebration and an extension of the brand’s core philosophy, ‘Duniya Ko Rang Do’ - inviting audiences to see familiar structures through a renewed, more colourful lens.
Commenting on the film launch, Rakshit Hargave, CEO, Birla Opus Paints said, "Following the impactful messaging and audience response from our previous campaigns, we are incredibly proud to introduce our new communication that celebrates India's heritage by reimagining possibilities of transformation through vibrant colours and patterns. The film reinforces the influence of colours and our commitment to beautify spaces, while contributing to the national spirit and pride."
Inderpreet Singh, Head – Marketing, Birla Opus Paints, added, “Our 'Duniya Ko Rang Do' philosophy has always been centred on the profound impact of colour, and with our new campaign, we are taking this belief to a national canvas. By showcasing the potential of our paints with places of national heritage and deep cultural significance, we aim to create a powerful story of hope, reminding every Indian of the beauty around them and the transformative potential of paints."
Sachin Kamble, Chief Creative Officer, Leo India, “Building on the success of the much-loved launch film, this new set of Birla Opus films amplifies the ‘Duniya Ko Rang Do’ thought. We’ve continued our use of 3D feature animation to create a rich, immersive experience, this time set against the backdrop of one of India’s most iconic visuals. Their grandeur and timelessness serve as the perfect canvas to inspire audiences to reimagine the world through the transformative power of colour.”
The communication has been conceptualised by Leo India and Zombie Studios, Brazil and is being amplified across various media channels, including TV, Digital, OOH, Print, and Radio, ensuring widespread reach and engagement with audiences nationwide.
The film opens with a familiar scene at the Gateway of India, where a photographer struggles to pique people’s interest in capturing themselves with the monument's allure. The young Opus boy, observing this is inspired to bring about a change. With the Opus touch, the monument bursts into vibrant colour and patterns, captivating onlookers and reigniting a desire to engage further with its beauty. This transformation not only uplifts the monument but also brings joy and renewed purpose to the photographer, a reminder that beauty can revive more than just walls, it can truly transform one’s world.
