Birla Opus Paints, part of Grasim Industries under the Aditya Birla Group, has partnered with JioHotstar to introduce the Indian Colours League during TATA IPL 2025. This campaign blends cricket and colours, celebrating the camaraderie and spirit of the game.
Through this initiative, team colours from each match will dynamically merge to create a unique Birla Opus Paints shade, symbolizing the intensity, history, and energy of the clash. Players from competing teams will share what their team’s colours mean to them, bringing the concept to life.
Inderpreet Singh, head of marketing at Birla Opus Paints, stated that the campaign highlights the transformative power of colours, much like the impact of sports. Ishan Chatterjee, chief business officer at JioHotstar, emphasized the campaign’s role in enhancing fan engagement by blending the emotional connection between cricket and colour.
Co-created by Birla Opus Paints, Leo India, and Wavemaker India, the initiative ensures that each match leaves behind a colour-coded legacy, reflecting both competition and unity.