Colour me heritage: Birla Opus paints India’s monuments

Building on its core philosophy of ‘Duniya Ko Rang Do’ (Colour the world), Birla Opus Paints, housed under Aditya Birla Group’s Grasim Industries, launched its new brand campaign, a heartfelt national initiative that brings India’s timeless monuments to life. Beginning with the Gateway of India, it reveals how the power of colour can rekindle pride, beauty, and transformation across the nation.

Building on the success of the premiere campaign that introduced the Opus Boy; the new campaign is an evolution of ‘Duniya Ko Rang Do’ narrative, taking the vision further, revealing the power of colour to transform not just spaces, but perspectives, at every scale. Continuing with the animated approach, the film reintroduces the Opus Boy in an attempt to colour the world around him and spread joy, deepening the premise of transformation through colour.

Commenting on the film launch, Rakshit Hargave, CEO of Birla Opus Paints said, "Following the impactful messaging and audience response from our previous campaigns, we are incredibly proud to introduce our new communication that celebrates India's heritage by reimagining possibilities of transformation through vibrant colours and patterns. The film reinforces the influence of colours and our commitment to beautify spaces, while contributing to the national spirit and pride."

Inderpreet Singh, head of marketing at Birla Opus Paints, added that the company’s 'Duniya Ko Rang Do' philosophy has always been centred on the profound impact of colour. “With our new campaign, we are taking this belief to a national canvas. By showcasing the potential of our paints with places of national heritage and deep cultural significance, we aim to create a powerful story of hope, reminding every Indian of the beauty around them and the transformative potential of paints,” he added.

The film opens with a familiar scene at the Gateway of India, where a photographer struggles to pique people’s interest in capturing themselves with the monument's allure. The young Opus boy, observing this is inspired to bring about a change.

With the Opus touch, the monument bursts into vibrant colour and patterns, captivating onlookers and reigniting a desire to engage further with its beauty. This transformation not only uplifts the monument but also brings joy and renewed purpose to the photographer, a reminder that beauty can revive more than just walls, it can truly transform one’s world.

Sachin Kamble, chief creative officer, Leo India said that building on the success of the launch film, this new set of Birla Opus films amplifies the ‘Duniya Ko Rang Do’ thought. “We’ve continued our use of 3D feature animation to create a rich, immersive experience, this time set against the backdrop of one of India’s most iconic visuals. Their grandeur and timelessness serve as the perfect canvas to inspire audiences to reimagine the world through the transformative power of colour,” he stated.

The communication has been conceptualised by Leo India and Zombie Studios, Brazil and is being amplified across various media channels, including TV, Digital, OOH, Print, and Radio, for widespread reach and engagement with audiences nationwide.

Campaign’s take: Birla Opus Paints’ latest national campaign aims to splash some vibrancy onto India’s cultural canvas—quite literally. The film opens with a muted Gateway of India where a photographer, like many digital ads today, struggles to capture attention. Enter Opus, the animated boy from the brand’s previous ad, who revives the monument with a technicolour touch—visually arresting, if not emotionally stirring.

It’s a continuation of the ‘Duniya Ko Rang Do’ pitch, now ambitiously scaled to heritage icons. The second film builds on the same animated aesthetic, this time positioning paint not just as product, but as catalyst for cultural pride. While the visuals are rich and the concept earnest, the execution doesn’t quite land with the emotional weight one expects from a national brand push.

Still, the strategy is clear: tap into shared identity, wrap it in storytelling, and sell colour as transformation. With AI and 3D animation at the helm, Leo India and Zombie Studios attempt to blend tradition with tech for broader appeal. For Birla Opus, this is less about monuments and more about market—positioning its paints as tools of revival in both space and spirit. Whether the audience sees colour or just another campaign, however, remains up for debate.