Birla Opus Prime Hits the Road to Engage 10,000+ Construction Pros Across 44 Cities

Birla Opus Prime, the institutional arm of Birla Opus Paints, has launched a nationwide on-road initiative Prime Express aimed at directly engaging over 10,000 professionals across India’s construction and design ecosystem.

Two custom-designed Prime Express buses were flagged off from Mumbai and Delhi, kicking off a 125-day journey through 44 cities. The larger campaign, spanning 180 days, targets builders, developers, architects, corporates, and government bodies.

The mobile campaign is part of Birla Opus Prime’s strategy to elevate brand visibility and foster direct, experience-led engagement. Designed by Kanak Nanda, the interiors of the buses serve as mobile showrooms, featuring live product demonstrations, over 30 performance-based products, and curated colour experiences. Solutions span interior and exterior paints, enamels, waterproofing systems, and textured finishes.

A major highlight of the campaign is the waterproofing solutions showcase, tailored for institutional and infrastructure-scale applications. The initiative also introduces curated colour themes aligned with specific sectors, including education, healthcare, and corporate environments. A dedicated section highlights the India Iconic Colour Selections, reinforcing the brand’s focus on aesthetics and function.

Prime Express also celebrates key projects completed during the brand’s debut year, showcasing Birla Opus Prime’s capabilities in delivering high-performance, durable paint solutions for large-scale applications.

“Prime Express is more than a campaign, it’s a platform for performance and insight, designed to support institutional clients at every touchpoint,” said Rakshit Hargave, CEO of Birla Opus Paints. “Reflects our deep commitment towards redefining how we engage with and serve the B2B market.”

Through this campaign, Birla Opus Prime is establishing itself as a leader in the B2B paints category, providing holistic, solution-focused products designed to address India’s changing construction needs. The rollout signals a bold step in experiential marketing and brand engagement within the paints industry.