Birla Opus' feel-good animated film paints a new brand message

Birla Opus Paints, housed under Aditya Birla Group’s Grasim Industries, has released a new brand film to embody its tagline ‘Make Life Beautiful.’ The film will be advertised in Hindi and all major regional languages and backed by a 360-degree activation across TV, digital, OOH, print, and radio to drive awareness and induce trials.

The film is portrayed in high-definition, 3D feature animation with realistic silhouettes, purportedly an industry first for any brand within the paints category in India. Its track was created by renowned Indian composer, Ram Sampath, to carry the ‘Duniya Ko Rang Do’ (Colour the world) message. Leo Burnett India has conceptualised the communication, and Zombie Studio, a leading global animation studio based in Brazil, has produced it.

“Birla Opus is a brand that is designed for today’s dynamic new Indian audiences, and we wanted to give the campaign a fresh and innovative approach," said Rajdeepak Das, CCO of Publicis Groupe South Asia and chairman of Leo Burnett South Asia. "Using animation for storytelling, our film is an artistic approach to express how our audiences can surround themselves with colour that inspires and transforms.”

Campaign’s Take: This 60-second-long animation film is a well-crafted rendition of how an innocent and pure child brings out the vibrant colours of things and people around him. Unhindered by what could come out of it, with everything dull and black and white around him, making the world around him beautiful and colourful just with his touch. The film can also be interpreted in a way where the child’s vibrancy is passed on to everything around him, denoting that your true feelings can be transferred to your surroundings. The campaign is stunningly made and has a feel-good factor to it.