Birla Opus Takes on Asian Paints in New Ad Campaign

Birla Opus Paints, a brand owned by the Aditya Birla Group, has launched a new advertising campaign that subtly takes aim at market leader Asian Paints. The campaign, conceptualized by Leo Burnett India, features a star-studded cast including Vicky Kaushal, Rashmika Mandanna, Neena Gupta, and Saurabh Shukla.

The ads highlight the strengths of Birla Opus Paints while subtly criticizing the "paint that everyone uses." The veteran actors, Neena Gupta and Saurabh Shukla, play characters who encourage viewers to follow the crowd and choose the popular option. In contrast, the younger stars, Vicky Kaushal and Rashmika Mandanna, advocate for making informed choices and opting for a superior product.

Rakshit Hargave, CEO of Birla Opus Paints, expressed confidence in the campaign's ability to resonate with consumers. He believes that the dynamic cast and the innovative approach will help position Birla Opus as a modern and forward-thinking brand.

The campaign will be amplified through a 360-degree marketing strategy, including television, digital, outdoor, print, and radio. This multi-channel approach aims to increase brand awareness and drive product trials.

Vicky Kaushal and Rashmika Mandanna, the brand ambassadors, shared their excitement about being part of the campaign. They praised the creative execution and the opportunity to work with experienced actors like Saurabh Shukla and Neena Gupta.

Rajdeepak Das, Chairman of Leo Burnett South Asia, explained that the campaign reflects the changing times and the evolving needs of Indian consumers. He emphasized the need to embrace new-age paints that are designed to meet the demands of modern lifestyles.