Birla Opus Paints launches heritage campaign featuring Gateway of India 

Birla Opus Paints launched a new brand campaign on July 1, 2025, that digitally reimagines India’s iconic monuments in vibrant colours, starting with Mumbai’s Gateway of India. The campaign, titled “Celebrating Colours of India,” builds on the company’s “Duniya Ko Rang Do” philosophy and features the return of the animated Opus Boy character.

The heartwarming film shows a photographer struggling to attract tourists at the Gateway of India before the Opus Boy transforms the monument with colourful patterns, reigniting public interest and engagement. The campaign was conceptualised by Leo India and produced by Zombie Studios Brazil, utilising 3D feature animation.

“We are incredibly proud to introduce our new communication that celebrates India’s heritage by reimagining possibilities of transformation through vibrant colours,” said Rakshit Hargave, CEO of Birla Opus Paints. The company positioned the campaign as an artistic celebration rather than suggesting actual changes to historical monuments.

Birla Opus Paints, operating under Aditya Birla Group’s Grasim Industries, launched in 2024 with six manufacturing plants across India. The brand offers decorative painting solutions, including interior, exterior, waterproofing and wood finish products.

The campaign will roll out across television, digital platforms, outdoor advertising, print and radio to reach audiences nationwide. The initiative represents the company’s continued investment in brand building as it seeks to establish itself among market leaders in India’s decorative paints sector.

Published on July 1, 2025