Birla Opus
Beauty Makes Life Better
Opportunity
For decades, Indian households placed practicality above aesthetics when envisioning their homes. This mindset is changing, with consumers now embracing the role of colour and design in creating spaces that reflect their personality. They are increasingly engaged in exploring paint options and less reliant on contractors for decisions. Yet, the process of painting remains widely perceived as stressful and inconvenient. While people seek inspiration from friends, family and social platforms such as Pinterest and Instagram, they lack the support needed to translate ideas into reality with confidence. Existing paint brands in India fail to bridge this gap, focusing narrowly on product features and celebrity endorsements. As a result, relationships with these brands remain purely transactional, falling short of addressing consumers’ evolving needs for guidance, creativity and ease.
Solution
Aditya Birla Group set out to redefine the paint industry in India with Birla Opus, a brand designed to meet the aspirations of a new generation of homeowners. Birla Opus brings together superior paint solutions and a bold new vision for what paint and colour can achieve in modern living spaces. It reflects the spirit of a youthful, dynamic and optimistic India, offering simplicity, relevance and distinctiveness in a market long dominated by functional messaging. Through Birla Opus, ABG empowers consumers to imagine their homes differently, providing inspiration, confidence and a more seamless experience that turns the process of painting from a necessary chore into a transformative act of self-expression.
Result
The new brand positions Birla Opus as a formidable challenger in the Indian paint market. It combines the strength and resources of a leading conglomerate with the agility and ambition of a start-up, bringing fresh energy to an established category. Birla Opus is now poised to disrupt the market, attract a new generation of consumers and elevate the role of paint and colour in shaping modern Indian homes.
Naming
Opus, derived from the Latin "Magnum Opus," signifies a magnificent work of art, a timeless masterpiece. It encourages us to embrace our creativity and transform our surroundings into our very own Opus, inspiring individuals to craft their unique spaces.
Building the brand through products
It was important for the packaging to carry as much life and personality as the rest of the brand.
Using the 'blobs' from the graphic language as semi-circles that could either hold the logo, content, or both; we created packaging, that was functional, instantly aligned with the brand, and brought an element of playfulness to the packaging.
