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2 minutes read

Aditya Birla Group’s Birla Opus Appoints DDB Mudra As Creative Partner

As part of this mandate, DDB Mudra will manage the comprehensive portfolio of four brands comprising- Style (economy paints range), AllWood (wood finishes), AllDry (waterproofing) and Prime (institutional), for Aditya Birla Group's foray into paint industry via Birla Opus

| Published on February 23, 2024

Aditya Birla Group's Birla Opus Entrusts DDB Mudra With Its Creative Mandate

Following a multi-agency pitch, DDB Mudra has won the Creative mandate for Aditya Birla Group’s Birla Opus.

Coming from the House of Aditya Birla Group, Birla Opus marks the foray of the brand in the paint industry which has been witnessing double digit YOY growth.

The launch of Birla Opus also enables Aditya Birla Group to tap into a high-growth Rs. 70,000 crore decorative paints market by expanding its pan-India distribution points and manufacturing units.

This mandate win for DDB Mudra involves crafting strategy and communications for Birla Opus which offers a wide array of decorative paints aimed at businesses and consumers across a comprehensive portfolio of four brands- Style (economy paints range), AllWood (wood finishes), AllDry (waterproofing) and Prime (institutional).

Commenting on the development, Inderpreet Singh, Head, Marketing, Birla Opus, said-

“We look at our agency partners as an extension of our team, sharing similar passion and belief in the brand. Our endeavour is to make the lives of our consumers a little more colourful and prettier every day and we are pleased to have DDB Mudra as our partners in this journey.”

To this, Saad Khan, President and Managing Partner– Growth & Strategy, DDB Mudra Group, added-

“We are delighted to be a part of the journey of Birla Opus. This is a big moment in the paint category in India. During our interactions with the team at Birla Opus, including the R&D team, we immediately felt their passion and ambition to disrupt and change the course of paint category. DDB’s DNA has always been about making challenger brands win, and we intend to come true on the creative mandate Birla Opus has given to us.”

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