With Aditya Birla Group foraying into the paints industry with the launch of Birla Opus, the brand has entrusted Leo Burnett India with its creative and strategic mandate.
As part of the same, the creative agency has been tasked with designing the brand architecture for the main brand– Birla Opus and drive the strategic, creative, and digital initiatives for their luxury and premium portfolio of brands.
Following a multi agency pitch, the brand has appointed both DDB Mudra and Leo Burnett as the leads for its various subbrands.
Hence, as communication partners Leo Burnett India’s Mumbai team will craft the creative strategy and positioning for the overall brand ‘Birla Opus’, ‘Birla Opus One’ and ‘Birla Opus Calista’, their luxury and premium category brands respectively; under the interior, exterior paints and enamels segment.
DDB Mudra has been appointed as the creative partner for four brands in the range Birla Opus: Style (economy paints range), AllWood (wood finishes), AllDry (waterproofing) and Prime (institutional).
The launch of ‘Birla Opus’, marks Aditya Birla Group’s entry into the rapidly expanding Rs. 70,000 Cr Indian decorative paints market, with an unprecedented level of upfront investment of Rs.10,000 Cr.
Speaking about the appointment Inderpreet Singh, Head, Marketing, Birla Opus, said-
“Birla Opus is a brand that is designed for today’s dynamic and audacious new India. Keeping this in mind we were looking for a partner who would be able to support our vision and craft a narrative that appeals to today’s audiences. We look forward to working with team Leo Burnett.”
To this, Rajdeepak Das, CCO, Publicis Groupe South Asia, and Chairman, Leo Burnett South Asia, added-
“Birla Opus is undeniably one of the biggest Brand launches that the country will witness this year. But what’s more exciting for us at Leo Burnett is the drive to bring in the next revolution in the Paint category. We’ve found that the visionary, agile and nimble, Aditya Birla Group, is the perfect partner for creating such revolutions. At Burnett we believe in work that ‘Impacts a Billion’ and we know that Birla Opus with its brand vision will do just that.”
Adding further, Abhimanyu Khedkar, Executive Director, Leo Burnett India, also said-
“An opportunity to work on a brand like Birla Opus comes once in a while. We are excited to help shape the brands roadmap and create groundbreaking work at the cusp of culture, creativity, data, and technology.”
