Painting Pongal with Heart Birla Opus colours festive togetherness

MUMBAI: When Pongal comes knocking, it’s not just the pots that get stirred homes, hearts and habits do too. Tapping into that festive reset, Birla Opus Paints, under Grasim Industries of the Aditya Birla Group, has rolled out a new Tamil Nadu–focused campaign that puts colour at the centre of celebration.

Timed around Pongal, the film spotlights the brand’s Style Colour Smart interior emulsion range, using a warm, slice-of-life narrative rather than sales talk. Set in a traditional joint family home, the story follows a young newlywed couple preparing for the festival navigating kolams, colour choices and family dynamics along the way.

As walls are refreshed and rooms come alive, the film quietly draws a parallel between new interiors and new beginnings. The emotional pivot arrives when the daughter-in-law, missing her own family’s Pongal rituals, is surprised by her husband, who invites her parents to join the celebrations. Two families, one freshly painted home and a festival that feels complete.

The campaign closes with a simple message, to start a new tradition, positioning colour not as décor alone, but as a catalyst for togetherness and change.

Commenting on the launch, Birla Opus Paints head of marketing Inderpreet Singh said the brand wanted to reflect the cultural warmth of Tamil Nadu while showing how refreshed interiors can elevate festive moments, especially during a festival rooted in renewal and gratitude.

By rooting its festive communication in familiar household rituals rather than spectacle, Birla Opus Paints aims to connect with consumers at a moment when homes and relationships are both getting a fresh coat.