Birla Opus Paints Launches ‘Naye Zamane Ka Naya Paint’ Campaign Featuring Vicky Kaushal and Rashmika Mandanna

Delhi: Birla Opus Paints, a new entrant in the decorative paints sector under Aditya Birla Group’s Grasim Industries, has launched an exciting campaign titled ‘Naye Zamane Ka Naya Paint’ (New Paint for the New Era). With a fresh and modern approach, the campaign stars Bollywood actors Vicky Kaushal and Rashmika Mandanna as brand ambassadors, supported by the seasoned talents of Neena Gupta and Saurabh Shukla. The objective is to position Birla Opus Paints as a contemporary brand that understands and caters to the evolving needs of today’s consumers.

Concept and Execution of the Campaign

The campaign has been conceptualized by Leo Burnett India, with a sharp focus on how Birla Opus Paints offers the right solution for modern homes with superior product performance. Titled ‘Naye Zamane Ka Naya Paint’, the campaign brings forth the idea that traditional paints may have worked in the past, but with the fast-paced changes in modern life, a new generation of paint is necessary to meet today’s demands.

Star-Studded Cast

To bring this idea to life, Birla Opus Paints has roped in popular Bollywood stars Vicky Kaushal and Rashmika Mandanna, whose youthful energy resonates with modern consumers. Additionally, veteran actors Neena Gupta and Saurabh Shukla bring depth and versatility to the campaign, enhancing the message with their timeless charm.

Vicky Kaushal, known for his dynamic performances, represents the fresh and vibrant side of the brand. His presence adds an element of relatability to the campaign, especially when it comes to reaching out to younger audiences.
Rashmika Mandanna, a rising star and fan favorite, brings her strong belief in evolving with the times, making her the perfect face for Birla Opus Paints’ forward-thinking philosophy.
Neena Gupta and Saurabh Shukla add credibility and wisdom to the message, symbolizing the perfect balance between tradition and modernity.

Multi-Platform Promotion Strategy

The campaign will be launched across multiple platforms to maximize reach. It will be presented in Hindi and all major regional languages, ensuring that it connects with a wide audience across India. The 360-degree activation will be executed across TV, digital, out-of-home (OOH), print, and radio channels, providing extensive coverage to drive awareness and promote trials of Birla Opus Paints’ products.

CEO’s Perspective

Rakshit Hargave, CEO of Birla Opus Paints, shared his thoughts on the campaign, saying, “With our new campaign, ‘Naye Zamane ka Naya Paint,’ launching this festive season, we highlight our product’s performance through a dynamic cast. By blending the fresh energy of Vicky Kaushal and Rashmika Mandanna with the timeless charm of Saurabh Shukla and Neena Gupta, we’re confident this campaign will resonate deeply with consumers. It showcases our innovative approach to addressing the modern consumer’s needs.”

Actor Testimonials

Vicky Kaushal’s Excitement

Bollywood superstar Vicky Kaushal expressed his excitement about being part of the campaign, stating, “I’m thrilled to be a part of the Birla Opus Paints family and look forward to spreading vibrancy and colors in the lives of consumers. The campaign is creatively brought to life through these films in a truly differentiated manner. I had a lot of fun shooting the ad with veteran actor Saurabh Shukla, whose improvisation during the shoot was a treat to watch.”

Rashmika Mandanna on Embracing Change

Pan-India sensation Rashmika Mandanna also shared her thoughts: “I believe one should evolve with changing times. The latest campaign by Birla Opus Paints is a reflection of my belief in making choices backed by facts and not just following the general practice. I am happy to partner with Birla Opus as their ambassador, and shooting the ad with Neena Ji was a great experience. I look forward to a great association with Birla Opus Paints.”

Creative Vision Behind the Campaign

Rajdeepak Das, Chairman of Leo Burnett – South Asia, spoke about the inspiration behind the campaign: “We live in a world that’s constantly transforming, reshaping our homes, needs, and perspectives. Our film, featuring an ensemble cast, brings an entertaining perspective on how while old-school paints worked in the past, it’s time to embrace the next generation of paints. These paints are meticulously designed to meet new India’s ever-changing needs.”

Visual Storytelling

The campaign’s films are creatively crafted to engage viewers and highlight Birla Opus Paints’ product superiority. The narrative showcases how modern paints, backed by technological innovation, offer better performance, durability, and aesthetic appeal compared to traditional options.

The actors, with their relatable personas and charismatic performances, bring a unique energy to the campaign, making it both entertaining and informative.

Market Impact and Consumer Connection

Birla Opus Paints is positioned as the youngest brand in the decorative paints segment, targeting a broad demographic that includes modern homeowners looking for reliability, durability, and cutting-edge aesthetics in their paint choices. The campaign aims to create a strong emotional connection with consumers by showcasing how the right paint can transform homes and enrich lives.

With the launch of ‘Naye Zamane Ka Naya Paint,’ Birla Opus Paints is set to revolutionize the paint industry by positioning itself as a brand that not only understands but also anticipates the needs of modern consumers. The stellar cast, combined with a well-executed multi-platform promotion strategy, is sure to make the campaign memorable, positioning Birla Opus Paints as the go-to choice for the next generation of paint users.

For a closer look at the campaign films, check out the links below: