Birla Opus Prime launches ‘Prime Express’ pan-India campaign

05 Jun 2025 CW Team

Birla Opus Prime, the institutional wing of Birla Opus Paints, has rolled out ‘Prime Express’—a first-of-its-kind on-road experience campaign targeting over 10,000 design and construction professionals across India.

Flagged off from Mumbai and Delhi, two specially designed buses will tour 44 cities in 125 days, offering immersive interactions with the brand’s high-performance paint technologies. The activation spans 180 days and aims to transform institutional customer engagement.

Curated by designer Kanak Nanda, the buses house over 30 products across interior, exterior, waterproofing, enamel, and texture categories. Highlights include live waterproofing demos, curated colour concepts for institutional sectors, and showcases of marquee projects completed in Birla Opus Paints' first year.

“This is a movement redefining how we connect with institutional clients,” said Rakshit Hargave, CEO, Birla Opus Paints. “Prime Express brings performance, design, and innovation directly to the doorstep—reinforcing our mission to deliver excellence with every stroke.”

The initiative underscores the brand’s motto of offering durable, functional, and aesthetically superior solutions for large-scale projects.

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