Birla Opus Paints has launched a high-impact campaign during IPL 2026, signalling its focus on scale, cultural relevance, and multi-market engagement. The initiative builds on the brand’s previous IPL presence, using the cricketing platform to deepen connections with audiences through storytelling, regional adaptation, and celebrity-led communication.
Conceptualised with Leo South Asia, the campaign adopts a multi-language format, spanning three films released in four languages. It brings together 10 IPL cricketers, including Shivam Dube, Varun Chakravarthy, Axar Patel, Rajat Patidar, Washington Sundar, Nitesh Kumar Reddy, Ashutosh Sharma, Dhruv Jurel, Avesh Khan, and Nehal Wadhera. The use of multiple athletes aims to deliver broader cultural resonance and regional relatability across the country.
Each film integrates product performance narratives into familiar IPL contexts such as net practice, photoshoots, and travel. The storytelling highlights key product features including a 16-year warranty for exterior emulsion paints, scratch-resistant wood paints, and 99+ stain protection for interior paints. This approach aligns product messaging with relatable cricketing moments, enabling clearer communication of functional benefits.
The creative narrative is anchored in a recurring moment of scepticism around product claims, followed by a collective affirmation through the phrase 'Main Bhi'. The cricketers respond with a unified gesture, reinforcing trust and signalling consensus. This device shifts the endorsement from individual validation to a shared voice, positioning the message as collective belief rather than isolated opinion.
Inderpreet Singh, head – marketing, Birla Opus Paints, said, “IPL is one of India’s biggest cultural unifier, fueled by deep cricket fandom across regions and languages. This year, we set out to reflect that passion on a scale, through a multi-language storytelling approach that brings our best-in-class features to life in a contextually relevant manner. Our partnership with agency partners helped us collaborate with top cricketing talent and create a compelling story that truly represents the spirit and aspirations of a new India in sync with our ethos of ‘Naye Zamane Ka Naya Paint’.”
Sachin Kamble added, “'Main Bhi' is a simple but powerful expression of belief. By bringing together some of the biggest voices from this year's IPL, we have turned an individual endorsement into a collective voice of validation.”
The campaign will be amplified throughout IPL 2026, leveraging the tournament’s scale to maximise reach and frequency. From a marketing perspective, the initiative reflects a strategy centred on high-decibel properties, multilingual execution, and celebrity aggregation to drive recall and engagement.
Birla Opus Paints, part of Grasim Industries under the Aditya Birla Group, continues to position itself as an innovation-led entrant in the decorative paints category. Launched in 2024, the brand offers a portfolio spanning interiors, exteriors, waterproofing, enamel paints, wood finishes, aerosols, and wallcoverings, supported by six manufacturing plants across India.
