Birla Opus Paints launched a new campaign titled ‘Main Bhi’ using the IPL fever and onboarding cricketing stars.

The excitement of IPL 2026 is hitting over the roofs. Birla Opus Paints found an opportunity tapping into the IPL fever and launched a new campaign called ‘Main Bhi’ that mirrors the country’s love and admiration for the sport and celebrates good times during the tournament. The brand aims to continue its association with cricket fans like last year with an engaging narrative, strong voices and star personalities of cricket.

Supported by 3 films in four different languages, the film features 10 popular cricketing icons across the country, making sure there is cultural relevance and local connect. Every film is well integrated with the product using relatable pre-tournament activities like photoshoot, net practice and travel to talk about Birla Opus’s major innovations like 16 year warranty on exterior emulsion paints, scratch-free wood paint and protection from over 99+ stains for interior paints.

The campaign is taken one notch up with its scale and appeal bringing 10 cricketing icons like Shivam Dube, Axar Patel, Nitesh Kumar, Dhruv Jurel, Washington Sundar, Avesh Khan, Rajat Patidar, Nehal Wadhera and Ashutosh Sharma for the campaign films. The candid and unscripted bonding between them adds an authentic and relatable touch to the storytelling.

The film organically captures the response ‘Main Bhi’ given by the cricketers as a collective belief despite being separated by different teams and rivalries. Birla Opus Paints positions itself as an innovative and forward moving brand that connects deeply with modern India and its ever- growing needs. 

Citing about the campaign, Inderpreet Singh, Head – Marketing, Birla Opus Paints, mentioned, “IPL is one of India’s biggest cultural unifier, fueled by deep cricket fandom across regions and languages. This year, we set out to reflect that passion on a scale, through a multi-language storytelling approach that brings our best-in-class features to life in a contextually relevant manner. Our partnership with agency partners helped us collaborate with top cricketing talent and create a compelling story that truly represents the spirit and aspirations of a new India in sync with our ethos of ‘Naye Zamane Ka Naya Paint’.”

Key Takeaways from the campaign:

• Cultural resonance: 

The brand used the IPL 2026 fever with relatable cricketing rituals to connect with cricket fans to garner massive visibility and to stay culturally relevant.

• Multi-language storytelling: 

The campaign films were released in total 4 languages to strengthen regional connect and gain wider engagement through ‘Naye Zamane Ka Naya Paint’.

If your brand needs a culturally resonating campaign, get in touch with our media planners.

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