New film reimagines the Gateway of India, highlighting how vibrant hues can rekindle pride, beauty, and transformation across the nation
Mumbai, 1st July 2025: Birla Opus Paints, part of Aditya Birla Group’s Grasim Industries, has launched its latest national brand campaign under the banner of its core philosophy, ‘Duniya Ko Rang Do’. The campaign, titled Celebrating Colours of India, breathes new life into India’s timeless monuments—beginning with the iconic Gateway of India—showcasing how the power of colour can spark pride, beauty, and transformation on a grand scale.
Following the success of the brand’s debut campaign introducing the beloved Opus Boy character, this new film evolves the Duniya Ko Rang Do narrative, reinforcing the transformative potential of colour not just for spaces, but for mindsets and perspectives. Using captivating animation, the heartwarming story features the Opus Boy as he sets out to bring joy and vibrancy to his world, inspiring audiences to rediscover familiar landmarks through a renewed, colourful lens.
By creatively reimagining India’s monumental heritage, the campaign celebrates the beauty and storytelling potential hidden in the country’s cultural icons. This artistic vision aligns seamlessly with the brand’s mission to beautify spaces while deepening emotional connections with the nation’s rich history.
Rakshit Hargave, CEO, Birla Opus Paints, said, “Following the impactful response to our earlier campaigns, we are incredibly proud to introduce this new communication that celebrates India’s heritage through vibrant colours and patterns. The film underlines our commitment to transforming spaces and contributing to national pride.”
Inderpreet Singh, Head of Marketing, Birla Opus Paints, added, “Our ‘Duniya Ko Rang Do’ philosophy is rooted in the power of colour to inspire and uplift. Through this campaign, we’re extending that message across a national canvas, reminding Indians of the beauty around them and the profound potential of paints to bring transformation.”
Sachin Kamble, Chief Creative Officer, Leo India, commented, “With this latest set of films, we’ve amplified the Duniya Ko Rang Do thought by leveraging 3D feature animation to create an immersive experience set against India’s most iconic visuals. These monuments provide the perfect backdrop to inspire viewers to see the world anew through the transformative power of colour.”
The communication was conceptualised by Leo India and Zombie Studios, Brazil, and is being rolled out nationwide across TV, digital, out-of-home, print, and radio platforms, ensuring widespread reach and deep engagement with audiences.
The film opens at the Gateway of India, where a struggling photographer tries in vain to attract interest in the monument’s faded allure. Observing this, the Opus Boy brings the monument to life with bursts of colour and intricate patterns, captivating bystanders and reigniting their fascination. This joyful transformation uplifts both the monument and the photographer, underscoring the brand’s belief that beauty can do more than transform walls—it can change lives.
Link to the Film: https://www.youtube.com/watch?v=8gKSGVdPYxo