New Delhi: Birla Opus Prime, the institutional brand under Grasim Industries’ Birla Opus Paints, has unveiled a strategic brand campaign that departs from traditional product-centric advertising, emphasising perception and long-term value over technical specifications.
The campaign film tells the story of two passionate badminton players who launch an academy but initially struggle to attract students because the building’s exterior fails to reflect the quality training inside. After partnering with Birla Opus Prime to revamp the facility’s finish, the narrative shows increased enrolments, improved credibility and renewed confidence in the founders’ vision—reinforcing the idea that “finishes shape perception, and perception drives growth.”
Anchored on the philosophy ‘Perfection Always’, Birla Opus Prime positions itself not merely as a paints supplier but as a strategic partner for institutional stakeholders who view visible quality as integral to building trust and competitive advantage.
Inderpreet Singh, Head – Marketing at Birla Opus Paints, said the campaign aims to “shift the conversation in institutional paints from specifications to philosophy,” focusing on emotional and aspirational value that influences decision-making among architects, builders, contractors and project owners.
The institutional paints segment, traditionally dominated by specification-led communications, is now witnessing a shift towards narrative-driven engagement, with Birla Opus Prime’s latest effort seen as an industry first in this category