Birla Opus Paints launches ‘Main Bhi’ campaign with Vicky Kaushal

MUMBAI: When the paint does the talking, even sceptics start saying, “Main bhi.” Birla Opus Paints, part of Grasim Industries, has rolled out its latest campaign ‘Main Bhi…’, extending its “Naye Zamane Ka Naya Paint” positioning with a mix of humour, relatability, and product-first storytelling. Fronted by Vicky Kaushal alongside Ashish Vidyarthi and Sanjay Mishra, the campaign leans into a familiar consumer truth loyalty to legacy brands often comes with scepticism towards new entrants. The films flip that hesitation on its head, turning doubt into endorsement through a recurring, almost contagious response: “Main Bhi…”

Conceptualised by Leo India, the campaign unfolds across two everyday yet high-visibility settings, an airport and a cricket stadium using situational humour to land key product claims. These include a 16-year warranty on exterior paints and 10 per cent extra coverage for enamel paints, positioning performance as the real protagonist.

Rather than relying on conventional demonstrations, the films build momentum through social validation showing how belief in a product spreads organically when it consistently delivers. The approach reflects a broader shift in consumer behaviour, where peer endorsement often outweighs brand claims.

The campaign will be rolled out in Hindi and multiple regional languages, supported by a 360-degree media mix spanning television, digital, out-of-home, and print, as the brand looks to drive both awareness and trial in a highly competitive category.

With ‘Main Bhi…’, Birla Opus Paints is not just selling durability or coverage, it is attempting to colour consumer perception itself, one shared belief at a time.