After foraying into the decorative paints sector earlier in the year, Birla Opus Paints, housed under Aditya Birla Group’s Grasim Industries, has roped in actors- Rashmika Mandanna and Vicky Kaushal, as brand ambassadors.
Furthermore, it has launched its latest campaign- ‘Naye Zamane ka Naya Paint’ i.e., ‘New Paint for the New Era’.
Conceptualised by Leo Burnett India, the film features both the brand ambassadors talking about brand’s features and quality, along with actors Neena Gupta and Saurabh Shukla. The idea, cast and conceptualisation are aimed towards making Birla Opus Paints as ‘new’ and ‘desirable’.
The campaign will be amplified in Hindi and all major regional languages and backed by a 360-degree activation across TV, digital, OOH, print, and radio to drive awareness and induce trials.
Watch the ad campaign here:
On her association, Mandanna said “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 general practice. I am happy to partner with Birla Opus as their ambassador and shooting the ad with Neena Gupta Ji was a great experience. I look forward to a great association with Birla Opus Paints.”
Further, Kaushal said “I am thrilled to be a part of the Birla Opus Paints family and looking forward to spreading vibrancy and colours 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.”
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!”
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 India’s ever-changing needs.”
Credits-
Client- Birla Opus Paints
Creative Agency- Leo Burnett India
Production House- Chrome Pictures
