MAM
Birla Opus launches new thematic communication ‘Make Life Beautiful’!
Mumbai: Birla Opus Paints, housed under Aditya Birla Group’s Grasim Industries, has released its first thematic communication. The film brings to life the brand philosophy of Birla Opus articulated through the tagline ‘Make Life Beautiful’. With this new thematic communication, Birla Opus showcases the brand’s transformative power, which helps create a more beautiful world.
The film showcases a never done before Hi-Definition, 3D feature animation with realistic silhouettes, an industry first for any brand within the paints category in India. It has a melodious track created by renowned Indian composer, Ram Sampath which captures the essence of the campaign with the resounding message – ‘Duniya Ko Rang Do’ (Colour the world). This landmark campaign marks a significant milestone for Birla Opus Paints as it continues to expand its footprint across the nation. The film will be advertised in Hindi and all major regional languages and backed by a 360-degree activation across TV, Digital, OOH, Print, and Radio to drive awareness and induce trials. The communication has been conceptualised by Leo Burnett India and produced by Zombie Studio; a leading global animation studio based out of Brazil.
In February 2024, the Aditya Birla Group made a significant entry into the paint industry with the launch of Birla Opus. Committed to expanding its paints business, the company plans to establish six manufacturing facilities nationwide by 2025.
Commenting on the film launch, Birla Opus CEO Rakshit Hargave 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.”
Birla Opus head – marketing Inderpreet Singh added, “We’re thrilled to unveil our first-ever brand film for Birla Opus. The film exemplifies beauty which comes alive through one of the best animation styles in the world, comparable to HD animation in Hollywood movies, a first in the paints industry in India. The message, ‘Duniya Ko Rang Do’ crafted by renowned music composer, Ram Sampath, resonates with a powerful idea of finding hope, happiness and beauty in life.
Rajdeepak Das, CCO, Publicis Groupe – South Asia & Chairman, Leo Burnett – South Asia 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.”
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
