‘Make Life Beautiful’
by Birla Opus Paints
Campaign context…
As per the official website, the brand philosophy of Birla Opus is articulated through their tagline ‘Make Life Beautiful’.
In 2024, when Aditya Birla group started marketing their recently launched Birla Opus Paints, they unveiled a campaign with the same title as their tagline. As part of the campaign, they released a short film that showcased the brand’s transformative power – it help create a more beautiful world.
It was a first-of-its-kind 3D animated video with melodious sound track by renowned musician Ram Sampath which captures the essence of the campaign with the resounding message – ‘ Duniya Ko Rang Do’ (Colour the world).
The CEO of Birla Opus, said, “We understand the discerning tastes of today’s consumers who seek products and experiences that resonate with purpose and value. With this film’s playful rendition which personifies our brand belief of ‘Make Life Beautiful’, we are excited to embark on this journey of transformation with our customers, inspiring them to embrace beauty with purpose.”
The CCO of Leo Burnett (the creative firm which designed the film) said, “Birla Opus is a brand that is designed for today’s dynamic new Indian audiences. And we wanted to give the campaign a fresh and innovative approach. Using animation for storytelling, our film is an artistic approach to express how our audiences can surround themselves with colour that inspires and transforms.”
Concept behind the film –
The film opens in a black and white world where a kid is shown touching an object in his house which transforms into its real vibrant colours. His mother is concerned that if anybody sees him doing this, they will get angry with him, so she tries to protect him by telling him not to do so.
Later when he steps out, he again tries to use his power and then goes on a spree and touches all possible surfaces that transforms the dull and lifeless to colourful, vibrant and full of joy. The mother then realises the positive effect that her son has brought towards making the world a beautiful place!
Our analysis of the campaign…
We have intentionally mentioned the statements made by the brand’s CEO and the creative design firm’s CCO above. The idea is to give you a behind-the-scene sneak peek into the design thinking and the creative process that went behind the campaign film.
You can see that the CEO acknowledged the shift in consumers’ mind regarding a brand from functional differentiation (traditionally the main focus of any brand) towards purpose and values.
And the CCO of the creative firm emphasized how the essence was articulated in real content, how they crafted a story revolving around the power of colour in transforming lives.
The film stays away from showcasing any superior product differentiation than other competitors and keeps its focus solely on the brand purpose and values and how the brand aspires to change the world and impact the customers’ lives through their product.
As the brand is a big, established business house that was entering new sector, they had big budget, so they directly took the ‘Awareness’ approach to brand marketing and spent funds freely in the creation and distribution of the branded content, but you can still learn the hidden lessons.
Overall, you can observe that the brand case study proves that brand marketing efforts should focus on the core brand ideology – purpose and values, not the product differentiation.