Birla Opus Paints, a part of Aditya Birla Group’s Grasim Industries, has recently released its first thematic communication. The film, encapsulating the brand’s philosophy through the tagline “Make Life Beautiful,” highlights Birla Opus’s commitment to creating a more beautiful world.
A Cinematic Experience: The First Brand Film
The centerpiece of this communication is a high-definition, 3D feature animation film that brings the brand philosophy to life. Created by the renowned composer Ram Sampath, the film carries the powerful message, “Duniya Ko Rang Do” (Colour the World). This immersive animation will be advertised in Hindi and all major regional languages, supported by a comprehensive 360-degree activation across TV, digital, OOH, print, and radio channels to drive awareness and encourage trials.
Collaboration and Craftsmanship of Birla Opus Campaign
Conceptualized by Leo Burnett and produced by Zombie Studio, a global animation studio based in Brazil, the film exemplifies beauty through one of the world’s best animation styles, comparable to Hollywood’s HD animated movies. This collaboration marks a significant milestone in the Indian paints industry, introducing a level of animation quality akin to that of Disney’s Pixar.
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Birla Opus Campaign Concept:
The film opens in a monochromatic world where a child discovers his unique ability to transform objects into vibrant colors with a touch. Initially, his mother is concerned that others might react negatively to his powers. However, as the child ventures out and uses his gift to color the world around him, it becomes clear that his ability brings joy and beauty to a once dull and lifeless environment. The mother’s realization of her son’s positive impact underscores the film’s central theme of making the world a more beautiful place.
The Vision Behind the Birla Opus Campaign
Rakshit Hargave, CEO, Birla Opus, said, “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 marketing, Birla Opus, said, “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 Hollywood’s HD animated 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.
“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 the likes of Disney’s Pixar, a first in the paints industry in India. We collaborated with the renowned music composer, Ram Sampath, to deliver a very powerful message of finding hope, happiness and beauty in life, expressed sublimely as ‘Duniya Ko Rang Do!”
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Rajdeepak Das’s views:
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.”
Looking Ahead
In February 2024, the Aditya Birla Group entered 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. This new thematic communication sets the stage for Birla Opus’s ambitious plans and underscores its dedication to transforming the industry.
Conclusion
Birla Opus Paints’ first thematic communication is a testament to the brand’s commitment to making life beautiful. Through innovative storytelling, high-quality animation, and a powerful message, the film captures the essence of the brand’s philosophy and sets the stage for a vibrant and colorful future.
