Birla Opus Paints, a part of Grasim Industries under the Aditya Birla Group, has launched a new national campaign titled Celebrating Colours of India. The initiative features a short animated film that depicts the transformation of the Gateway of India through colour, reinforcing the brand’s central message of ‘Duniya Ko Rang Do’.
The campaign builds on the brand's earlier work that introduced the character of the Opus Boy. Continuing with the animated format, the new film brings the Opus Boy back as he colours the world around him. The film focuses on reimagining historical monuments and aims to encourage viewers to see familiar structures in a different light.
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, said, “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 campaign has been developed by Leo India in collaboration with Zombie Studios, Brazil. It is being promoted across multiple platforms including television, digital media, outdoor, print, and radio.
The film opens at the Gateway of India, where a photographer finds it difficult to attract interest in the monument. Observing this, the Opus Boy intervenes, using colour to alter the appearance of the structure. The change draws attention from the crowd and renews the photographer’s enthusiasm, suggesting that the use of colour can alter not only physical spaces but also people’s engagement with them.
