Birla Opus Paints has launched a new campaign built around its ‘10% Free Paint’ offer, aiming to ease consumer worries around rising home painting costs.
The integrated campaign features three films that portray everyday family situations where painting expenses put pressure on household budgets. Using humour, the films highlight the real dilemmas families face while planning home improvement, before introducing the ‘10% Free Paint’ offer as a practical solution.
The company said the campaign draws on the insight that climbing painting costs often push households to either delay renovation plans or cut back on other spending to accommodate them.
Speaking on the campaign, Inderpreet Singh, Head – Marketing, Birla Opus Paints, said today’s consumers are constantly seeking smarter ways to get more value without giving up on quality or their aspirations. He noted that while the category has seen phased price hikes, the ‘10% Free Paint’ proposition is designed to address a genuine consumer concern with a benefit that feels both meaningful and distinct. He added that the campaign leans on humour and relatable family moments to show that choosing Birla Opus Paints lets consumers care for their homes without straining their budgets, in line with the brand’s promise of ‘Naye Zamane Ka Naya Paint.’
Sachin Kamble, Chief Creative Officer, Leo South Asia, said the campaign is built on a simple truth: when unplanned expenses come up, people naturally look to save elsewhere. With painting costs on the rise, he said Birla Opus Paints wanted to offer consumers reassurance that a better, more value-driven alternative exists, told through a light-hearted, humour-led approach.
