“Birla Opus Paints is now 2nd largest decorative paints player by installed capacity”

It may be a late entrant in a highly competitive market, but Birla Opus Paints, housed under Grasim Industries, Aditya Birla Group’s flagship firm, is making serious inroads into the paints industry, challenging some very well-established brands. Birla Opus Paints is redefining the decorative paints industry with its innovative and forward-thinking approach and has carved a niche for itself in a short period of time by combining state-of-the-art R&D, cutting-edge technology, and a passion for vibrant design.

Every product is a testament to quality and innovation, undergoing a rigorous three-year testing process to ensure durability, superior performance, and aesthetic excellence. With a palette of 2,300 tintable shades and a mission to help consumers “Make Life Beautiful”, Birla Opus Paints is transforming walls into personal expressions of style and creativity.

In conversation with Adgully, Inderpreet Singh, Head of Marketing, Birla Opus Paints, speaks at length about the brand’s dynamic strategies and creative vision. He offer insights into the partnership with Art Mumbai, an initiative that celebrates the fusion of art and colour to inspire and engage audiences. Singh also discusses the innovative marketing strategies that differentiate Birla Opus Paints in a highly competitive market, including the thought process behind the impactful “Naye Zamane ka Naya Paint” campaign. Furthermore, he explores the brand’s commitment to digital transformation and the recently launched PaintCraft Partner program, which marks a significant step in expanding consumer touchpoints and elevating service experiences.

Birla Opus Paints is relatively new in the decorative paints market. How does your marketing strategy differentiate the brand in this competitive industry?

While Birla Opus Paints may be relatively new to the decorative paints market, our marketing strategy is built on a clear differentiation: we’re not just selling paint; we’re selling inspiration. Our “Naye Zamane Ka Naya Paint” campaign encapsulates this perfectly, positioning Birla Opus Paints as a brand that understands the needs of the modern consumer.

We’re not just offering a wide range of colours; we’re providing solutions that enhance living spaces and reflect individual styles. Our focus on immersive experiences, like our presence at Art Mumbai, further sets us apart. We’re actively engaging with the art and design community, fostering a deeper connection that goes beyond traditional marketing. This approach allows us to build brand awareness and establish Birla Opus Paints as a leader at the intersection of art and design.

Birla Opus Paints’ partnership with Art Mumbai 2024 is an exciting venture. Could you tell us more about the vision behind this collaboration?

Our partnership with Art Mumbai 2024 was indeed an exciting chapter for Birla Opus Paints. The vision behind this collaboration stemmed from a shared belief in the transformative power of art and colour. We see spaces as canvases waiting to be brought to life, and Art Mumbai, with its vibrant showcase of contemporary art, provided the perfect backdrop to amplify this vision.

We aimed to create an immersive experience that celebrates the fusion of art and design, inspiring attendees to view their own surroundings with a fresh perspective and embrace the potential of colour to tell their unique stories. Just as Art Mumbai brought together emerging and established artists, Birla Opus Paints seeks to connect with a diverse audience of design enthusiasts, fostering a community that appreciates the interplay of colour, creativity, and self-expression.

What excites you the most about leading marketing for a brand like Birla Opus Paints, especially in a dynamic and creative industry like paints and décor?

Leading marketing for Birla Opus Paints is an exciting challenge, particularly within the dynamic landscape of paints and décor. What truly excites me is the opportunity to connect with consumers on an emotional level. Paint isn’t just about aesthetics; it’s about transforming spaces into reflections of personal stories and aspirations.

We’re empowering individuals to “Make Life Beautiful” by offering them a vibrant palette of 2,300 tintable shades and inspiring them to view their homes as canvases for self-expression. The constant evolution of design trends and the opportunity to innovate within this space keeps the energy high and the creative juices flowing. It’s a privilege to be part of a brand that champions creativity and encourages individuals to embrace the power of colour.

The campaign ‘Naye Zamane ka Naya Paint’ features a stellar cast. What was the thought process behind selecting Vicky Kaushal, Rashmika Mandanna, Neena Gupta, and Saurabh Shukla as brand ambassadors?

The selection of Vicky Kaushal, Rashmika Mandanna, Neena Gupta, and Saurabh Shukla as brand ambassadors for our ‘Naye Zamane Ka Naya Paint’ campaign was a strategic decision rooted in their individual appeal and collective resonance with our target audience.

Vicky and Rashmika represent the dynamism and aspirations of today’s generation, while Neena and Saurabh bring a sense of timeless elegance and relatability. Together, they embody the diverse personalities and styles that Birla Opus Paints caters to. Their combined star power amplifies our message and connects with a wider audience, reinforcing our position as a brand that understands and celebrates individual expression.

How has the response to the campaign been? How do you see it influencing the consumer perception of Birla Opus Paints?

The response to the ‘Naye Zamane Ka Naya Paint’ campaign has been overwhelmingly positive. Consumers are resonating with the campaign’s message of empowerment and self-expression through colour. We’ve seen a significant increase in brand awareness and consideration, with consumers recognizing Birla Opus Paints as a brand that understands their needs and offers innovative solutions.

The campaign is effectively shaping consumer perception, positioning Birla Opus Paints as a modern, vibrant, and inspiring choice in the decorative paints market. We’re confident that this positive momentum will continue to drive growth and establish Birla Opus Paints as a leading brand in the industry.

In today’s digital-first world, how is Birla Opus Paints leveraging digital platforms to engage with consumers and drive brand awareness?

At Birla Opus Paints, we believe in maintaining a balanced marketing tool kit – a good blend of traditional and digital media. However, as consumers become increasingly entrenched in the digital landscape, we have ensured a strong presence across the entire digital ecosystem, including Google and Meta platforms.

The brand believes in tapping into digital platforms to drive visually rich storytelling. From ‘Make Life Beautiful’ to ‘Naye ZamaaneKa Naya Paint’, all our campaigns have been digital first. The brand also maintains a robust social media calendar to engage and educate our consumers on our various offerings in a fun fashion! Almost all our collaborations have a digital leg to their structure. Even with collaborations like Art Mumbai, we always seek out ways to be digital-first.

Additionally, through evolving technologies like augmented reality, the brand simplifies the decision-making process for customers, enabling them to experiment with designs and visualize spaces effortlessly.

Birla Opus Paints positions itself as a brand for the modern consumer. What innovations in product or service design have been most impactful in addressing evolving consumer needs?

Consumers prioritize quality and superior performance over popularity, seeking products that enhance their living spaces and reflect their individuality. To address this evolving demographic, Birla Opus Paints combines innovation, personalization, and empowerment in its product and service offerings.

Personalized tools like virtual colour visualizers and augmented reality experiences empower individuals to experiment with designs and see their vision come to life, allowing their spaces to become true extensions of their personalities.

Keeping convenience at the core, Birla Opus Paints also offers hassle-free painting services with end-to-end solutions, from colour consultation to application, simplifying the painting journey for the consumer. Additionally, the brand emphasizes transparency, providing in-depth information about the manufacturing and performance of its products, enabling informed decision-making for customers who want to be actively involved in the process.

Through a thoughtful blend of superior product quality, cutting-edge technology, and exceptional service, Birla Opus Paints addresses the needs of the modern consumer.

How does Birla Opus Paints incorporate sustainability and eco-consciousness into its product offerings and brand ethos?

The modern consumer is not only price and quality-conscious, but also environmentally aware. They evaluate their brand choices based on the brand’s sustainability practices. Birla Opus Paints offers a range of low-VOC (volatile organic compounds) and eco-friendly paints, reducing the environmental impact while ensuring superior quality and performance.

Innovation also plays a significant role in the brand’s commitment to sustainability. Products like heat-reflective paints enhance energy efficiency by reducing indoor cooling requirements. By embedding sustainability into its core philosophy, Birla Opus Paints not only meets the demands of eco-conscious consumers, but also contributes to a greener future, reflecting its commitment to creating beauty responsibly.

Looking ahead, what are the key milestones or initiatives we can expect from Birla Opus Paints in the near future?

As a pioneering force in the Indian paint industry, Birla Opus Paints is committed to redefining the way India paints. We are committed to delivering superior quality and innovative paint solutions. With a focus on cutting-edge technology, a wide range of products, and a strong distribution network, we aim to inspire every Indian home with vibrant colours and durable finishes.

We have recently unveiled our fourth plant at Chamarajanagar, Mysore, raising our capacity to 866 MLPA, which catapults Birla Opus Paints to become the 2nd largest decorative paints player by installed capacity. This new facility will help us provide quality products and services to customers – especially with the South Indian demographic. We expect increased responsiveness, underscoring our unwavering commitment to becoming a leader in the decorative paint industry.

Additionally, Birla Opus Paints has also announced the pilot launch of its franchisee-led painting services – PaintCraft Partner – to supplement its direct painting services, while trial production at our Mahad and Kharagpur plants have already begun as well. We expect those plants to go online in the coming months.

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