Birla Opus Launches Its New Thematic Communication and embarks on a journey to ‘Make Life Beautiful’!

Birla Opus Paints, housed under Aditya Birla Group’s Grasim Industries,
today released its first thematic communication. The film brings to life the brand philosophy of Birla
Opus articulated through the tagline ‘Make Life Beautiful’. With this new thematic communication,
Birla Opus showcases the brand’s transformative power, which helps create a more beautiful world.
The film showcases a never done before Hi-Definition, 3D feature animation with realistic
silhouettes, an industry first for any brand within the paints category in India. It has a melodious
track created by renowned Indian composer, Ram Sampath which captures the essence of the
campaign with the resounding message – ‘Duniya Ko Rang Do’ (Colour the world). This landmark
campaign marks a significant milestone for Birla Opus Paints as it continues to expand its footprint
across the nation. The film will be advertised 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. The communication has been conceptualised by Leo Burnett India and produced by Zombie
Studio; a leading global animation studio based out of Brazil.
In February 2024, the Aditya Birla Group made a significant entry into the paint industry with the
launch of Birla Opus. Committed to expanding its paints business, the company plans to establish
six manufacturing facilities nationwide by 2025.
Commenting on the film launch, Rakshit Hargave, CEO, Birla Opus, said, we understand the
discerning tastes of today consumers who seek products and experiences that resonate with
purpose and value. With this film’s playful rendition which personifies our brand belief of ‘Make Life
Beautiful’, we are excited to embark on this journey of transformation with our customers, inspiring
them to embrace beauty with purpose. Inderpreet Singh, Head – Marketing, Birla Opus, added, “We're thrilled to unveil our first-ever
brand film for Birla Opus. The film exemplifies beauty which comes alive through one of the best
animation styles in the world, comparable to HD animation in Hollywood movies, a first in the paints
industry in India. The message, ‘Duniya Ko Rang Do’ crafted by renowned music composer, Ram
Sampath, resonates with a powerful idea of finding hope, happiness and beauty in life.
Rajdeepak Das, CCO, Publicis Groupe – South Asia & Chairman, Leo Burnett – South Asia,
said, “Birla Opus is a brand that is designed for today’s dynamic new Indian audiences. And we
wanted to give the campaign a fresh and innovative approach. Using animation for storytelling, our
film is an artistic approach to express how our audiences can surround themselves with colour that
inspires and transforms.”
Concept: The film opens in a black and white world where a kid is shown touching an object in his
house which transforms into its real vibrant colours. His mother is concerned that if anybody sees
him doing this, they will get angry with him, so she tries to protect him by telling him not to do so.
Later when he steps out, he again tries to use his power and then goes on a spree and touches all
possible surfaces that transforms the dull and lifeless to colourful, vibrant and full of joy. The mother
then realises the positive effect that her son has brought towards making the world a beautiful place!

Link to the film: Make Life Beautiful

Agency credits:
Client: Birla Opus Paints
Creative Agency: Leo Burnett India
Production House: Zombie Studio, Brazil