We are in the beautification business, not just paint: Birla Opus Paints’Inderpreet Singh
Late contestants in India ₹Birla Opus Over the past year, Birla Opus has paired a fixed competitor in the 7 billion British BNN decorative paint market, combining product innovation, radical distribution and emotional storytelling.
Aditya Birla Group, which has 69% of auxiliary brands recalls in the urban market, is betting on a lifestyle-oriented proposition “Duniya Ko Rang do” and taking a technology-first approach to gaining the foundation. Talk to it MintInderpreet Singh, Head of Directors, Marketing, Birla Opus Painting, outlines the script – from IPL Integrations and 3D animated films to institutional partnerships and AI-driven retail. Excerpts from edit.
You entered a highly merged category. What are the ideas behind your release strategy?
From day one, we decided to act like a market leader. This means a complete portfolio at release, excellent performance, par or below peers’ prices, strong distribution and psychological availability. Today, we have over 130 warehouses in over 5500 towns and directly or indirectly attract consumers in India.
You have said that consumers don’t buy paint, they buy beautiful homes. How does this shape your brand philosophy?
Exactly. Our goal is not to sell paint, but paint enable-beautiful space. Duniya Ko Rang’s proposition does reflect our belief that color can change life. Whether it’s the release of our animations or the Holi event, we show that it’s not about the emotional power of being brilliant. We are selling decorations, not cans.
How does Duniya Ko Rang conceptualize campaigns?
Let’s start with a simple and powerful idea: color conversion. Our Play Movies – 3D animation produced entirely by a Brazil-based studio, blends with a boy from Midas Touch to bring the black and white world to life. It breaks the confusion in categories that are not common to animations. Our Holi movement extends this with a true story about how painting the Watchman’s hut not only changes the space, but also changes the emotions around it. These movies are rooted in storytelling, not product shots.
You also blend your brand with your campaign’s performance. What’s the method there?
We launched a more featured campaign with Vicky Kaushal and Rashmika Mandanna – Naye Zamane ka naya paint, highlighting product advantages, coverage, finishes, waterproofing and warranty. The interesting twist is that we transform into the biggest disadvantage, the new asset. The “New Era” positioning allows us to distinguish from the old code in the category.
How does your IPL activation connect to your targeting?
IPL gives us touch, relevance and credibility. For a new brand, it can be seen in the range and seriousness of the largest signal for media activity in India. We have sponsored sponsorships on connected TVs and also on mobile and linear TVs. More importantly, we used it creatively through the Indian Color Alliance Promotion Promotion, where the colors of the two IPL teams blend together to form a new shade that symbolizes harmony and celebration. It is connected to our core idea of color transformation.
You’ve talked about technology integration. How does it work in your settings?
Every can of paint we sell is QR coded, dating back to factories to dealers to customers. This aids in quality control, warranty, authenticity and data collection. We have also launched AI-powered tools to help consumers choose colors based on their mood or decorative needs. We are now in phase two and the system begins to talk to each other. Over the next few months, we will begin analyzing data at scale to generate actionable insights.
Have you also launched a separate institutional vertical?
Yes, Birla Opus Prime can meet key accounts – builders, hotels, educational institutions, factories and even government customers. For example, during Maha Kumbh in Prayagraj, we worked to beautify several public places. We have created a separate product proposition and digital image for this vertical.
You have 2300 shadows in the directory. Aren’t consumers overwhelmed by too many choices?
That’s why we have built tools to simplify our journey. In our store, consultants guide you to select options. Online, AI-powered apps help you choose colors based on emotional prompts or room type. The idea is to deconstruct complexity and make choices more intuitive.
How do you get in touch with brand recall and measurement?
We have started quarterly brand tracking. Our latest figures show that 69% of auxiliary brand recalls in the urban market are extremely encouraging for new brands. We track assisted, independent and highest awareness and we see consistent growth.
Is it a vision to develop into a lifestyle brand in the long term?
Yes. Our storytelling, campaigning and even store formats reflect this. We do not build memory structures around the product, but around the feeling of the product. If we can incorporate ourselves into the aesthetics of everyday life, then we get the job done.
