Birla Opus Paints Colors Indian Heritage With New Campaign

Birla Opus Paints, a part of Aditya Birla Group’s Grasim Industries, has launched a vibrant new campaign that brings India’s rich heritage to life through the transformative power of color. Titled “Celebrating Colours of India,” the campaign is a heartfelt national initiative that reimagines iconic monuments—starting with Mumbai’s Gateway of India—showcasing how a splash of color can rekindle pride, beauty, and a sense of wonder across the nation.

A Fresh Coat for Indian Heritage

Building on the brand’s core philosophy, ‘Duniya Ko Rang Do’ (Color the World), Birla Opus Paints continues its mission to show that color is more than just decoration—it’s a force for transformation. The new campaign is an evolution of this message, taking it to a national canvas and inviting Indians to see their familiar landmarks through a renewed, more colorful lens.

The film opens with a familiar sight: a photographer at the Gateway of India, struggling to attract people’s interest. The scene changes when the animated Opus Boy, the brand’s cheerful mascot introduced in earlier campaigns, steps in. With a magical touch, he transforms the monument into a burst of vibrant colors and patterns. Suddenly, the Gateway of India becomes a captivating spectacle, drawing crowds and bringing joy not just to the onlookers but also to the photographer, who finds renewed purpose and excitement in his work.

Animation That Inspires

Continuing with the animated storytelling approach, the campaign uses rich 3D feature animation to create an immersive experience. The transformation of the monument is not just about visual appeal—it’s about inspiring viewers to see the world around them with fresh eyes and to recognize the beauty and stories hidden in everyday spaces.

Sachin Kamble, Chief Creative Officer at Leo India, the agency behind the campaign, explains:

“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.”

More Than Just Paint: A Story of Hope and Transformation

The campaign isn’t just about promoting paint—it’s about celebrating India’s cultural legacy and the role color plays in shaping emotions, memories, and national pride. By reimagining places of deep historical and cultural significance, Birla Opus Paints aims to remind every Indian of the beauty around them and the transformative potential of creativity.

Rakshit Hargave, CEO of Birla Opus Paints, shared,

“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.”

 Head of Marketing at 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.”

A Nationwide Celebration

The campaign, conceptualized by Leo India and Zombie Studios, Brazil, is being amplified across TV, digital, outdoor, print, and radio platforms—ensuring that its message of transformation and pride reaches every corner of the country.

Birla Opus Paints’ “Celebrating Colours of India” campaign is more than an advertisement—it’s a celebration of India’s heritage, a call to see the world through a brighter lens, and a reminder that beauty and transformation can start with something as simple as a splash of color. As the Opus Boy continues to color India’s monuments, the campaign invites every Indian to rediscover the magic in their surroundings and to take pride in the nation’s living legacy.