~ A colourful matchup beyond the scoreboard – Birla Opus Paints blends cricket and colours like never before through its unique partnership with JioStar ~
India, 21 March 2025, Mumbai: Cricket is more than just a game; it’s an emotion that unites millions, especially in India. After the massive celebrations following the ICC Champions Trophy victory, the excitement of the Indian Premier League (IPL) 2025 has taken over the nation. Birla Opus Paints, part of Grasim Industries under the Aditya Birla Group, announced its partnership with JioStar, adding its own vibrant touch to the tournament. The much-loved paint brand in India is a key partner of TATA IPL 2025.
In a unique strategy to engage IPL enthusiasts across the globe, Birla Opus Paints is introducing the Indian Colours League, a campaign that captures the true spirit of the IPL while bringing to life the brand’s philosophy of Duniya Ko Rang Do. This initiative showcases that even in rivalry, there is camaraderie, unity, and the potential to craft a legacy.
Every IPL match sees two franchise teams go head-to-head, but this time, the iconic colours that define these teams will do more than just represent them. Inspired by the idea that colours, like cricket, have the power to tell stories, Birla Opus Paints has created the Indian Colours League, where the colours of the two competing teams will dynamically fuse to form a new and exclusive shade. This new shade will not only embody the essence of their clash but also reflect their history, intensity, energy, and camaraderie. Before every match the players from opposing IPL teams will talk about what their team’s colours mean to them and as they speak, their team colours will blend dynamically to become a new, one-of-a-kind Birla Opus Paints’ shade that represents the essence of their match.
Talking about the association, Inderpreet Singh, Head – Marketing, Birla Opus Paints said, “At Birla Opus Paints, we believe in the transformative power of colours. This IPL season, through the Indian Colours League, we’re blending the colours of the rival teams in each match to celebrate camaraderie and legacy. This IPL season, we invite fans to witness the magic that happens when colours fuse – because both in cricket and in life, every interaction has the power to create something truly unforgettable.”
Ishan Chatterjee, Chief Business Officer, Sports Revenue, SMB & Creator, JioStar said, “At JioHotstar, we are always looking for ways to push the boundaries of fan engagement, and the Indian Colours League does just that. Cricket and colours both have a deep emotional connection with people, and this campaign beautifully brings them together. By blending the worlds of cricket and colour, we are offering fans an experience that goes beyond the game, turning every match into a visual spectacle. We are excited to partner with Birla Opus Paints to make IPL 2025 more immersive and unforgettable for millions of cricket lovers.”
Sachin Kamble, Chief Creative Officer, Leo – South Asia, said, “Cricket isn’t just a game – it’s a canvas of passion, sportsmanship, emotion, camaraderie just like the colours that represents each team and their winning spirit. Indian Colours League leverages this aspect of IPL. Just how competitiveness blends with friendship resulting in a good game, two colours come together to create another beautiful shade, the colour that stands for unity bringing the country together.”
Indian Colours League has been co-conceptualised by Birla Opus Paints, Leo India and Wavemaker India in partnership with JioStar.
Every unique shade born from these high-energy matchups is more than just a blend, it is a carefully crafted identity that reflects the spirit of its origin, paying tribute to the teams, cities, and cultures they represent. Just as every match is a unique battle, every clash of colours results in something new and exciting—a shade that represents not just competition, but also the deep respect and shared love for the game. Through this thoughtful approach, every match leaves behind a colour-coded legacy, a unique shade that fans will associate with that specific clash forever.
