CT Logo

● Two specially designed ‘Prime Express’ buses, from the house of Birla Opus, are set to cover 44 cities in 125 days, engaging over 10,000 design and construction professionals on the ground

● The Pan-India campaign aims to redefine customer engagement with immersive, on-ground experiences created for the design and construction community

Birla Opus Prime, the institutional division of Birla Opus Paints, today announced the launch of Prime Express - a first‑of‑its‑kind on-road experience centre aimed at transforming how institutional customers engage with paint solutions. The campaign was officially flagged off from Birla Opus’ Mumbai Headquarters and the Delhi Zonal Office.

Over the next 125 days, the two Prime Express buses will travel across 44 cities, as a part of a 180‑day campaign activation period. The idea is to take the brand’s next‑generation paint technologies directly to the doorsteps of builders, developers, corporates, government agencies, and architect firms. Through this initiative, Birla Opus Prime will engage with over 10,000 design and construction professionals nationwide.

The interiors of both the Prime Express buses have been custom-designed by acclaimed artist, interior designer, and design influencer - Kanak Nanda, ensuring that every touchpoint reflects a high-quality experience for consumers. In fact, they will also serve as fully immersive experience zones featuring:

● 30+ high‑performance products across exteriors, interiors, enamels, waterproofing, and textures

● Live demonstrations of waterproofing solutions tailored for large‑scale projects

● Curated colour philosophies for institutional segments such as education, healthcare, and corporate spaces

● An exclusive India Iconic Colour Selection showcase

● Showcase of marquee projects completed by the brand in its first year

Speaking on the initiative, Rakshit Hargave, CEO, Birla Opus Paints, said, “We consider Prime Express to be a movement to redefine customer engagement in the institutional paints segment. We are bringing innovation, performance, and design excellence directly to the doorstep of our key customers, setting a new service benchmark in the industry. With this activation, Birla Opus Paints strengthens its commitment to providing end-to-end solutions for consumers across segments, right from product performance to on-site support, all while staying true to our brand’s philosophy of ‘Duniya Ko Rang Do’.”

Birla Opus Prime’s motto is to provide outstanding products and solutions that surpass customer expectations, ensuring excellence and satisfaction. With this new initiative, the brand will continue to deliver on its promise of functionality, longevity, and performance, offering solutions that exceed expectations.