Mumbai, 20 June 2024 – Birla Opus Paints, part of Aditya Birla Group’s Grasim Industries, has unveiled its first thematic communication, aligning with the brand’s philosophy of ‘Make Life Beautiful’. This innovative campaign is set to captivate audiences with its unique storytelling and transformative message.

Bringing Color to a Monochrome World

The new brand film, which you can watch [here](), features an animated, colorless world that is brought to life by a young boy’s magical touch. The boy transforms his surroundings from dull and lifeless to vibrant and colorful, symbolizing the transformative power of Birla Opus Paints.

Cutting-Edge Animation and Melodious Soundtrack

The film is a first in the Indian paint industry, showcasing Hi-Definition, 3D feature animation with realistic silhouettes. This level of animation quality is typically seen in Hollywood movies, setting a new benchmark in the industry. Complementing the stunning visuals is a melodious track by renowned Indian composer Ram Sampath, titled ‘Duniya Ko Rang Do’ (Colour the World). The music encapsulates the campaign’s essence, resonating with the powerful message of finding beauty and hope in life.

Comprehensive 360-Degree Activation

Birla Opus is ensuring wide reach and engagement with a 360-degree activation plan. The campaign will be advertised across multiple platforms, including TV, digital, out-of-home (OOH), print, and radio, in Hindi and all major regional languages. This extensive coverage aims to drive awareness and encourage trials among consumers.

Leadership Insights

Rakshit Hargave, CEO of Birla Opus, commented on the launch, saying, “We understand the discerning tastes of today’s 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 of Marketing at 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. 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.”

Concept and Storyline

The film opens in a monochrome world, where a young boy’s touch brings vibrant colors to objects around him. His mother, initially worried about how others might react, soon realizes the positive impact her son’s gift has on their surroundings. As he ventures out, he continues to transform everything he touches, spreading joy and color everywhere he goes. This heartwarming narrative beautifully captures the essence of Birla Opus’s mission to ‘Make Life Beautiful’.

 Expanding Footprint in the Paint Industry

In February 2024, Aditya Birla Group made a significant entry into the paint industry with the launch of Birla Opus. The company plans to establish six manufacturing facilities nationwide by 2025, demonstrating its commitment to expanding its paints business and bringing transformative beauty to homes across India.

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Birla Opus Your Thoughts?

What do you think of Birla Opus’s new ‘Make Life Beautiful’ campaign? How do you feel about the use of advanced animation and the message it conveys? Share your thoughts in the comments below!