DDB Mudra bags creative mandate for Grasim Industries' paint business Birla Opus

Grasim Industries, the flagship company of Aditya Birla Group, has appointed DDB Mudra as its creative partner for four product lines of its paints business 'Birla Opus'.

The agency won the account following a multi-agency pitch.

With this partnership, DDB Mudra will manage the portfolio of four brands from Birla Opus: Style (economy paints range), AllWood (wood finishes), AllDry (waterproofing) and Prime (institutional).

Inderpreet Singh, Head, Marketing, Birla Opus, said, “We look at our agency partners as an extension of our team, sharing similar passion and belief in the brand. Our endeavour is to make the lives of our consumers a little more colourful and prettier every day and we are pleased to have DDB Mudra as our partners in this journey.”  

Saad Khan, President and Managing Partner – Growth & Strategy, DDB Mudra Group, said, “We are delighted to be a part of the journey of Birla Opus. This is a big moment in the paint category in India. During our interactions with the team at Birla Opus, including the R&D team, we immediately felt their passion and ambition to disrupt and change the course of the paint category. DDB’s DNA has always been about making challenger brands win, and we intend to come true on the creative mandate Birla Opus has given to us.”

Through this foray, Aditya Birla Group will be able to tap into a high-growth Rs. 70,000 crore decorative paints market. This category has been witnessing double digit YOY growth. Aiming to be one of the biggest players in the decorative paints industry in the coming years, the brand is committed to expanding pan-India distribution points and manufacturing units. As a flagship company of the Aditya Birla Group, Grasim will build upon a solid foundation established over the years and leverage the power and trust associated with the brand.

Info@BestMediaInfo.com