Birla Opus Paints, part of Grasim Industries, has unveiled its latest campaign ‘Main Bhi…’, extending its brand platform ‘Naye Zamane Ka Naya Paint’. Featuring Vicky Kaushal alongside Ashish Vidyarthi and Sanjay Mishra, the campaign focuses on how product performance translates into consumer belief and advocacy.
Conceptualised by Leo India, the films are built around a central insight: when a product delivers consistently, trust spreads organically through conversations. The ‘Main Bhi…’ response becomes a recurring narrative device, representing collective endorsement driven by real-world experience rather than traditional brand claims.
The films are set across two everyday environments, an airport and a cricket stadium, using relatable interactions and humour to challenge consumer scepticism. The storytelling highlights a common behavioural pattern where consumers remain loyal to legacy brands and question newer entrants. This hesitation is addressed through situational narratives that demonstrate product efficacy in a light, conversational manner.
Key product features are integrated into the storyline, including a 16-year warranty on exterior paints and 10% extra coverage with enamel paints. Rather than presenting these as standalone claims, the campaign embeds them within character interactions, reinforcing credibility through context and peer validation.
The campaign marks the next phase in Birla Opus Paints’ marketing journey, shifting from awareness-building to reinforcing performance-led trust. By positioning consumers as advocates, the brand leverages social proof as a core communication strategy, aligning with evolving expectations where audiences prioritise demonstrable value over promotional messaging.
Inderpreet Singh, head of marketing, Birla Opus Paints, said: "At Birla Opus Paints, our focus has been on delivering tangible product superiority that solves real consumer needs. With these films, we are bringing our performance credentials to life in a way that feels authentic and relatable. The idea was to showcase that our claims are not just statements but are validated by the people who use our products every day. This reinforces our belief that the new age consumer values proof and performance, and that is exactly what Naye Zamane Ka Naya Paint stands for."
Sachin Kamble, chief creative officer, Leo - South Asia, added: "Our campaign taps into the power of shared belief. While Birla Opus offers truly category-defining advantages, we didn’t want to present them as mere claims. Instead, we chose to bring them to life through real-world validation. The spontaneous chorus of ‘Main Bhi Maanta Hoon’, becomes more than a line; it becomes a powerful, endorsement of the brand."
The campaign will be rolled out in Hindi and multiple regional languages, supported by a 360-degree media strategy across television, digital, out-of-home and print. This integrated approach is aimed at driving widespread awareness while accelerating consumer trials through consistent messaging across touchpoints.
By combining humour-led storytelling with product-led validation, Birla Opus Paints positions ‘Main Bhi…’ as a campaign that bridges functional messaging with cultural resonance, reinforcing trust as a key driver of brand growth.
