Leo Burnett India appointed as lead creative and strategic agency for Birla Opus

Aditya Birla Group has aligned its creative and strategic mandate with Leo Burnett India, part of Publicis Groupe for the launch of Birla Opus. Leo Burnett has been tasked with designing the brand architecture and driving the strategic, creative, and digital initiatives for their luxury and premium portfolio of brands. The account was won after a multi-agency pitch and will be handled by the Leo Burnett Mumbai team.

As their communication partners, Leo Burnett India will craft the creative strategy and positioning for the overall brand ‘Birla Opus’, ‘Birla Opus One’ and ‘Birla Opus Calista’, their luxury and premium category brands respectively, under the interior, exterior paints and enamels segment. 

The launch of ‘Birla Opus’ marks Aditya Birla Group’s entry into the rapidly expanding Rs 70,000 Cr Indian decorative paints market, with an upfront investment of Rs.10,000 Cr.

Speaking about the appointment Inderpreet Singh, Head, of 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.”

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.”

Adding further 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.”