New Delhi, March 31 -- A late entrant in India's Rs.70,000-crore decorative paints market, Birla Opus has spent the past year taking on entrenched competitors with a mix of product innovation, aggressive distribution, and emotional storytelling.

With 69% aided brand recall in urban markets already, the Aditya Birla Group company is betting on a lifestyle-driven proposition, 'Duniya Ko Rang Do', and a tech-first approach to gain ground. In a conversation with Mint, Inderpreet Singh, Head, Marketing, Birla Opus Paints, outlines the playbook-from IPL integrations and 3D animated films to institutional partnerships and AI-powered retail. Edited excerpts.

We decided to behave like a market leader from day one. That meant a full product portf...