Birla Opus Paints Bets On Hyper-Localisation And IPL to Drive Growth

Birla Opus Paints is sharpening its focus on hyper-localisation, IPL-led visibility and consumer salience as it looks to strengthen its position in India’s highly competitive paints market.

Launched by the Aditya Birla Group, the brand says it has achieved early momentum within two years of entering the decorative paints category.

Speaking about the company’s growth trajectory, Inderpreet Singh said the brand has already become the country’s third-largest decorative paints player with a 10% market share, including Birla White putty.

“In just two years, we’ve become the number three decorative brand with a 10% market share including paints and Birla White putty. More than 80% of consumers across urban India are already aware of Birla Opus,” Singh said.

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Regional Relevance Drives Growth:

According to the company, Birla Opus has built a portfolio of nearly 200 products as part of its expansion strategy.

As the brand enters its next phase of growth, Singh said the focus is shifting from broad national visibility towards deeper regional relevance and audience targeting.

A major part of this strategy has been its IPL association with JioHotstar as a co-powered partner, where the brand has created multiple region-specific campaign versions instead of relying on dubbed creatives.

“We were clear that we wanted to make a campaign that resonated pan-India, but at the same point of time, not make it a one-size-fits-all approach,” Singh said.

The campaigns were customised across languages including Hindi, Tamil, Telugu, Malayalam and English, with separate masters developed for each regional audience.

The company also expanded representation within the campaign by featuring multiple cricketers from different IPL franchises rather than centring communication around a single team.

“When consumers see not one or two but ten cricketers across teams endorsing the brand, it builds trust and nudges adoption,” Singh added.

IPL Builds Scale And Credibility:

The company said its advertising strategy continues to focus heavily on communicating product superiority, while also leveraging social proof to build trust in a low-frequency purchase category like paints.

Alongside regional marketing, Birla Opus is also adopting a multi-platform media strategy spanning linear television, connected TV and mobile advertising.

“We follow where consumers go,” Singh said, adding that each medium serves different targeting and reach objectives depending on consumer behaviour.

The company views IPL advertising as both a visibility and credibility-building exercise for a relatively new entrant in the category.

“IPL is the biggest event in India. It cuts across regions and delivers both scale and credibility,” Singh said.

Rather than evaluating campaigns solely through short-term sales, the company said it measures success through awareness, saliency and longer-term brand linkage.

The broader business goal, according to Singh, is to build Birla Opus into a ₹10,000 crore brand within three years.

To support this ambition, the company said it has prioritised building the master brand before focusing on individual sub-brands across product categories and price points.

For marketers, the strategy reflects how newer entrants in legacy sectors are increasingly combining hyper-local creative execution, sports-led visibility and integrated media planning to accelerate consumer trust and market penetration.