Ad Campaigns
Birla Opus Paints ropes in Vicky Kaushal & Rashmika Mandanna for new campaign
Mumbai: After foraying into the decorative paints sector earlier in the year, Birla Opus Paints housed under Aditya Birla Group’s Grasim Industries, has now launched its latest campaign – ‘Naye Zamane ka Naya Paint’ i.e. ‘New Paint for the New era’. Conceptualised by Leo Burnett India, the film features two of India’s most loved actors – Vicky Kaushal and Rashmika Mandanna, as brand ambassadors talking about its unique and distinctive features and quality, along with veteran and versatile actors like Neena Gupta and Saurabh Shukla. The unique idea, stellar cast and strong conceptualisation is aimed towards making Birla Opus Paints “new” and “desirable”.
The campaign will be amplified 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.
Commenting on the campaign, Birla Opus Paints CEO Rakshit Hargave said – “With our new campaign, ‘Naye Zamane ka Naya Paint,’ which is getting launched this festive season, we highlight our product’s performance through a dynamic cast, blending the fresh energy of Vicky Kaushal and Rashmika Mandanna along with the timeless charm of Saurabh Shukla and Neena Gupta. We’re confident this campaign will deeply resonate with our consumers, showcasing our innovative and inspiring approach!”
Indian actor Vicky Kaushal mentioned – “I’m thrilled to be a part of the Birla Opus Paints family and looking forward to spreading vibrancy and colours in the lives of consumers. The campaign is creatively brought to life through these films in a really differentiated manner. I had a lot of fun shooting the ad with veteran actor Saurabh Shukla whose improvisation during the shoot was a treat to watch.”
Indian actress Rashmika Mandanna mentioned – “I believe one should evolve with changing times. The latest campaign by Birla Opus Paints is a reflection of my belief to make choices backed by facts and not following the general practice. I am happy to partner with Birla Opus as their ambassador and shooting the ad with Neena Ji was a great experience. I look forward to a great association with Birla Opus Paints.”
Speaking about the campaign Leo Burnett – South Asia chairman Rajdeepak Das said “We live in a world that’s constantly transforming, reshaping our homes, needs and perspectives. Our film featuring an ensemble cast brings an entertaining perspective of how while old school paints worked in the past, it’s time to embrace the next generation of paints which are meticulously designed to meet new India’s ever-changing needs.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
