Birla Opus Paints: Painting a More Rewarding Customer Experience with Anyline
As part of the globally respected Aditya Birla Group, Birla Opus, a decorative paints brand, operating in one of the most competitive and fast-moving markets: India. With a strong footprint in both industrial and consumer sectors, Birla Opus Paints is known for both its high-quality products and for its forward-thinking approach to customer engagement.
In a market where countless products line the shelves, standing out is about more than color, it’s about connection. And for Birla Opus Paints, that meant finding a smarter, more interactive way to build loyalty among their paint contractors and distributors across India.
The Challenge: Turning Labels into Loyalty
Paint is a low-frequency purchase, but for contractors and retailers who order regularly, loyalty is everything. Birla Opus Paints had long recognized the value of rewarding these repeat customers, but their earlier tool for managing loyalty and product tracking had become outdated and cumbersome.
With the goal of driving engagement through repeat purchases, Birla Opus Paints upgraded their customer loyalty campaign by placing scannable QR codes directly on paint can labels. The idea was simple: users could scan these codes using a dedicated mobile app to earn loyalty points and access exclusive rewards.
But what started as a straightforward concept quickly ran into challenges. Paint cans endure tough conditions, such as spills, dents, label tears, and wear from transport or handling. Even with QR code scanning in place, users struggled to scan damaged or obscured codes, leading to frustration and reduced participation in the loyalty program.
The problem wasn’t the idea, it was the execution. The previous scanning tool lacked the robustness needed for real-world environments, where labels are rarely pristine. To ensure the loyalty program’s success, Birla Opus needed more than just a basic integration. They required a true technology partner capable of delivering reliable scanning performance even under the harshest conditions.
The Anyline Solution: Gamified Scanning That Builds Loyalty
Birla Opus Paints partnered with Anyline to transform how contractors and distributors interact with their products. By embedding Anyline’s mobile QR code scanning technology into their loyalty platform, they created a seamless, interactive, gamified-like experience that turns every paint can into a point of engagement.
Now, with just a scan, users can:
- Instantly collect loyalty points – no typing required
- Access rewards, promotions, or exclusive content
- Track their activity in real time, all from their mobile device
This streamlined experience improves accuracy, boosts participation in the loyalty program, deepens customer engagement, and strengthens brand loyalty across the market.
What was once a product label is now a dynamic touchpoint between Birla Opus Paints and its most valuable partners.
“By using Anyline for our unique QR code scanning use case, we’ve created a loyalty program that’s easy to use and fun to engage with,” said Surbhi Gupta, Head – Digital, Birla Opus Paints. “It’s been a critical solution for us in helping turn ordinary purchases into ongoing relationships.”
news | April 29, 2025
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