Mumbai: ZEE Entertainment has announced a partnership with Birla Opus Paints, marking a key deal in the Indian media and advertising space. Birla Opus Paints, a new player in the paints industry, is focused on building a strong brand presence across various markets. ZEE Network, with its wide reach in India and globally, offers the brand a platform to connect with its target audience.

Birla Opus Paints has come on board as the co-title sponsor for ZEE's flagship singing reality show, Sa Re Ga Ma Pa across Hindi, Telugu and as a co-powered sponsor in Tamil – further expanding its footprint across multiple regions. The collaboration goes beyond traditional sponsorships, as ZEE’s sales and brand integration teams have devised a unique and creative set of brand placements within Sa Re Ga Ma Pa. In line with the Opus brand's creative ethos, ZEE has executed a unique network-wide innovation that cuts across both GECs and movie channels, ensuring that the brand’s presence is impactful and widely recognised.

ZEEL chief growth officer - digital & broadcast revenue, Ashish Sehgal shared his excitement about the partnership: "Partnering with Birla Opus Paints, one of the most anticipated new entrants in the market, has been an incredible opportunity. With Birla Opus Paints joining us as the co-title sponsor on Sa Re Ga Ma Pa across Hindi and regional markets, we are amplifying their brand visibility with our initiatives. We’ve pushed the boundaries of creativity with a unique innovation, integrating their mascot into our content across multiple languages, ensuring that the brand’s presence is not only visible, but unforgettable. We look forward to collaborating with them in the future as well and hope the brand rises and shines.”

ZEE CMO Kartik Mahadev emphasised the power of content in driving brand narratives: "At ZEE, we believe that content has the ability to create meaningful connections between brands and their consumers. Our partnership with Birla Opus Paints is a testament to this belief. Sa Re Ga Ma Pa connects cultures through the power of music with its presence across 8 language markets. By seamlessly incorporating engaging touchpoints on our iconic singing reality show, we’ve crafted a richer brand experience for Birla Opus across markets. We’re excited to collaborate with a brand that shares our vision for innovation and storytelling."

Birla Opus Paints CMO Inderpreet Singh spoke on the strategic importance of this partnership: "Birla Opus Paints wants to add beauty & colour to life of every Indian. ZEE Network, with its unmatched reach and content innovation, is a perfect partner to create meaningful connections with our consumers.”

Speaking on the collaboration, Wavemaker India chief client officer & office head - West, North & East, Shekhar Banerjee said, “At Wavemaker, our commitment is to forge distinctive brand experiences for Birla Opus Paints and we've crafted something truly special in partnership with Zee Network. We thank Zee Network for breaking some well-established norms of television to create a partnership that delivers beyond standard sponsorship and also leverages their diverse portfolio of channels. This collaboration is the result of dynamic creative synergy, meticulously designed to be impactful and resonate deeply with our audience, ensuring Birla Opus achieves the visibility and impact.”