Birla Opus Paints has extended its partnership with JioStar for Tata IPL 2026, continuing its strategy of leveraging high-impact cultural platforms to drive visibility and consumer engagement.
Building on last year’s ‘Indian Colours League’ campaign, which celebrated team rivalries through the lens of colour, the brand has shifted focus this season to ‘Main Bhi…’-a campaign designed to reinforce product preference and performance through a unified player endorsement narrative.
Featuring a strong line-up of IPL cricketers including Shivam Dube, Varun Chakaravarthy, Axar Patel, and Rajat Patidar, among others, the campaign strengthens the brand’s contemporary and culturally relevant positioning.
Executed in collaboration with Wavemaker India, the campaign spans a multi-platform ecosystem-combining linear TV for mass reach, connected TV for high-attention environments, and digital channels for precision targeting across regions and languages. The integration of players within storytelling further enhances authenticity and engagement.
IPL continues to serve as a powerful unifying platform, offering brands unmatched scale and attention. For Birla Opus Paints, the focus goes beyond visibility to becoming part of shared cultural moments.
Through this integrated approach, the brand is reinforcing its ambition to build deeper consumer connections and long-term brand equity-using sport not just as media, but as a meaningful engagement driver.
