Building on its guiding principle of Duniya Ko Rang Do, Birla Opus Paints, a division of the Aditya Birla Group’s Grasim Industries, unveiled its new brand campaign. This national initiative, which starts with the iconic Gateway of India, aims to bring India’s timeless monuments to life by demonstrating how the power of color can inspire pride, beauty, and change throughout the country.

The new campaign, Celebrating Colours of India, builds on the success of the campaign that debuted the Opus Boy. It is an evolution of the “Duniya Ko Rang Do” narrative, revealing the power of color to change perspectives and spaces at every scale. Maintaining the animated style, the endearing movie revisits the Opus Boy to add color to his surroundings and spread happiness, furthering the idea of color-based transformation. The campaign demonstrates how beauty can create opportunities for wonder and storytelling by reimagining famous monuments.

The artistic reimagining is an endeavor of creative celebration and an extension of the brand’s core philosophy, Duniya Ko Rang Do, which invites audiences to view familiar structures through a renewed, more colorful lens, even though our monuments already stand tall in history and grandeur.

Rakshit Hargave, CEO of Birla Opus Paints, said, “We are immensely proud to present our new communication that celebrates India’s heritage by reimagining possibilities of transformation through vibrant colors and patterns, following the impactful messaging and audience response from our previous campaigns. The movie upholds the power of color and our dedication to making places more aesthetically pleasing while fostering a sense of patriotism and pride”.

To ensure broad reach and interaction with audiences across the country, the communication was conceptualized by Leo India and Zombie Studios, Brazil, and is being amplified across a variety of media channels, including TV, Digital, OOH, Print, and Radio.

The movie begins with a well-known scene at the Gateway of India, where a photographer tries to get people to take pictures of themselves while admiring the monument’s beauty. After witnessing this, the young Opus boy is motivated to effect change. The monument erupts into vivid color and patterns when the Opus touch is applied, enthralling onlookers and rekindling their desire to appreciate its beauty. In addition to elevating the monument, this change gives the photographer happiness and a new sense of purpose. It serves as a reminder that beauty has the power to change more than just walls; it can genuinely change a person’s entire world.

Priyanka Dutta