MAM
Birla Opus Paints launches ‘Main Bhi’ campaign with Vicky Kaushal
New films highlight 16-year warranty and 10 per cent extra coverage.
MUMBAI: When the paint does the talking, even sceptics start saying, “Main bhi.” Birla Opus Paints, part of Grasim Industries, has rolled out its latest campaign ‘Main Bhi…’, extending its “Naye Zamane Ka Naya Paint” positioning with a mix of humour, relatability, and product-first storytelling. Fronted by Vicky Kaushal alongside Ashish Vidyarthi and Sanjay Mishra, the campaign leans into a familiar consumer truth loyalty to legacy brands often comes with scepticism towards new entrants. The films flip that hesitation on its head, turning doubt into endorsement through a recurring, almost contagious response: “Main Bhi…”
Conceptualised by Leo India, the campaign unfolds across two everyday yet high-visibility settings, an airport and a cricket stadium using situational humour to land key product claims. These include a 16-year warranty on exterior paints and 10 per cent extra coverage for enamel paints, positioning performance as the real protagonist.
Rather than relying on conventional demonstrations, the films build momentum through social validation showing how belief in a product spreads organically when it consistently delivers. The approach reflects a broader shift in consumer behaviour, where peer endorsement often outweighs brand claims.
The campaign will be rolled out in Hindi and multiple regional languages, supported by a 360-degree media mix spanning television, digital, out-of-home, and print, as the brand looks to drive both awareness and trial in a highly competitive category.
With ‘Main Bhi…’, Birla Opus Paints is not just selling durability or coverage, it is attempting to colour consumer perception itself, one shared belief at a time.
Brands
Sun Pharma to acquire Organon in $11.75 billion deal at $14 per share
Acquisition to create $12.4 billion pharma giant with global scale and biosimilars push
MUMBAI: Sun Pharmaceutical Industries Limited has signed a definitive agreement to acquire Organon & Co. in an all-cash deal valued at $11.75 billion, marking one of the largest cross-border pharma acquisitions by an Indian firm.
Under the terms of the agreement, Organon shareholders will receive $14.00 per share in cash, with Sun Pharma set to acquire 100 per cent of the company’s outstanding shares. The transaction, approved by the boards of both companies, is expected to close in early 2027, subject to regulatory approvals and shareholder consent.
The deal significantly expands Sun Pharma’s global footprint and strengthens its position across women’s health, biosimilars, and branded generics. The combined entity is projected to generate revenues of around $12.4 billion, placing it among the top 25 pharmaceutical companies globally.
Organon, which was spun off from Merck in 2021, brings a portfolio of over 70 products spanning women’s health and general medicines, with operations across more than 140 countries. Its established presence in key markets such as the US, Europe, and China complements Sun Pharma’s existing strengths and growth ambitions.
Sun Pharmaceutical Industries Limited executive chairman Dilip Shanghvi said, “This transaction represents a significant opportunity for Sun Pharma to build on its vision of reaching people and touching lives. Organon’s portfolio, capabilities and global reach are highly complementary to our own.”
Sun Pharmaceutical Industries Limited managing director Kirti Ganorkar added, “This transaction is a logical next step in strengthening Sun Pharma’s global business. Together, we will become a partner of choice for acquiring and launching new products.”
From Organon’s side, Organon & Co. executive chair Carrie Cox noted, “This all-cash transaction offers compelling and immediate value to Organon stockholders, while positioning the business for continued growth under Sun Pharma.”
Strategically, the acquisition gives Sun Pharma entry into the global biosimilars space as a top 10 player and strengthens its innovative medicines portfolio, which is expected to contribute around 27 per cent of combined revenues. The deal is also expected to nearly double EBITDA and cash flow, supporting long-term deleveraging and investment capacity.
Sun Pharma plans to fund the acquisition through a mix of internal accruals and committed financing from global banks, while maintaining focus on disciplined integration and operational continuity post-merger.
If completed as planned, the deal signals a clear shift in India’s pharmaceutical ambitions, from scale at home to leadership on the global stage, with Sun Pharma positioning itself as a more diversified and innovation-led healthcare powerhouse.
