Leo Burnett India appointed lead creative and strategic agency on record for Birla Opus

Aditya Birla Group has assigned its creative and strategic mandate to Leo Burnett India for the launch of its decorative paints brand, Birla Opus. 

 

Leo Burnett has been tasked with designing the brand architecture for the main brand – Birla Opus and drive the strategic, creative, and digital initiatives for their luxury and premium portfolio of brands. The account was won after a multi-agency pitch and will be handled by the Leo Burnett Mumbai team.

 

As the communication partner, the agency will craft the creative strategy and positioning for the overall brand ‘Birla Opus’, ‘Birla Opus One’ and ‘Birla Opus Calista’, their luxury and premium category brands respectively, under the interior, exterior paints and enamels segment. 

 

The launch of ‘Birla Opus’, marks Aditya Birla Group’s entry into the rapidly expanding INR 70,000 crore Indian decorative paints market, with an upfront investment of INR 10,000 crore, the company said in a statement.

 

Inderpreet Singh, head, marketing, Birla Opus, said, “Birla Opus is a brand that is designed for today’s dynamic and audacious new India. Keeping this in mind we were looking for a partner who would be able to support our vision and craft a narrative that appeals to today’s audiences. We look forward to working with team Leo Burnett.”

 

Rajdeepak Das, CCO Publicis Groupe South Asia and chairman Leo Burnett South Asia said “Birla Opus is undeniably one of the biggest Brand launches that the country will witness this year. But what’s more exciting for us at Leo Burnett is the drive to bring in the next revolution in the Paint category. We’ve found that the visionary, agile and nimble, Aditya Birla Group, is the perfect partner for creating such revolutions. At Burnett we believe in work that ‘Impacts a Billion’ and we know that Birla Opus with its brand vision will do just that.”

 

Abhimanyu Khedkar, executive director, Leo Burnett India said “An opportunity to work on a brand like Birla Opus comes once in a while. We are excited to help shape the brands roadmap and create groundbreaking work at the cusp of culture, creativity, data, and technology.”