Birla Opus turned IPL rivalries into a new paint shade for every match

Birla Opus entered India's decorative paints market in February 2024 as a newcomer: a fresh Aditya Birla Group brand up against entrenched giants, with no shelf history and low awareness. Buying a big sponsorship was the obvious play, but a logo in the corner of a broadcast proves nothing about paint.

For TATA IPL 2025 it partnered with JioHotstar, Wavemaker India and Leo India on 'Indian Colours League': before each match, players from the two rival teams explain what their colours mean, and on air the two shades dynamically fuse into a single new, one-of-a-kind Birla Opus colour — a living demonstration of the brand promise 'Duniya Ko Rang Do'.

Every one of the 37 league matches produced its own shade and story, so the sponsorship generated 37 product demonstrations instead of one logo placement. The campaign won two Golds and a Silver at the Media Abbys at Goafest 2026 — including 'Indian Colours League: Birla Opus Rewrote the IPL Sponsorship Playbook' — helping Wavemaker become the second-ranked media agency of the year.

The brand then doubled down: for IPL 2026 it ran a multi-language 'Main Bhi…' campaign with ten cricketers from different franchises, and credited the association with scale and credibility. Within two years of launch, Birla Opus says it became India's third-largest decorative paints player with a 10% share including Birla White putty, and more than 80% of urban consumers know the brand.