Leo Burnett Secures Creative & Strategic Mandate For Aditya Birla Group's 'Birla Opus

Aditya Birla Group partnered with Leo Burnett India for the introduction of Birla Opus, aligning the creative and strategic mandates. Leo Burnett has been assigned the responsibility of crafting the brand architecture for the flagship brand, Birla Opus and overseeing strategic, creative and digital initiatives for the luxury and premium brands within the portfolio. 

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.”

Leo Burnett India, serving as their communication partners, will develop the creative strategy and positioning for the entire brand encompassing 'Birla Opus,' as well as their luxury and premium category brands, 'Birla Opus One' and 'Birla Opus Calista.' This initiative will extend across the interior, exterior paints and enamels segment.

Speaking about the partnership 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.”

The introduction of 'Birla Opus' signifies Aditya Birla Group's foray into the Indian decorative paints market, estimated at Rs. 70,000 Crore, backed by an unprecedented upfront investment of Rs. 10,000 Crore.

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.”

The Leo Burnett Mumbai team secured the account following a multi-agency pitch process.