Birla Opus Calista showcases stain resistance in new campaign

Birla Opus Paints, part of Aditya Birla Group’s Grasim Industries, has launched a new digital campaign for its premium emulsion range, Birla Opus Calista. Released on World Stress Awareness Day, the film, titled ‘Wall Therapy by Calista,’ highlights the paint’s resistance to over 99 household stains, an industry-first feature designed to reduce everyday stress.

The film begins with a large black box placed on a busy road, inviting people to enter and relieve stress. Inside, participants were encouraged to throw items such as ketchup, eggs, over-ripe tomatoes, and water balloons at a wall, symbolising a playful release of frustration. The wall, painted with Birla Opus Calista, showcased the paint’s advanced stain resistance and effortless cleanability, allowing the surface to remain spotless despite the messy activity.

Inderpreet Singh, head of marketing at Birla Opus Paints, said, “With our new digital film for Birla Opus Calista, launching on World Stress Awareness Day, we wanted to offer a unique perspective on managing daily pressures while also showcasing the innovative capabilities of our products. ‘Wall Therapy By Calista’ is a playful yet powerful demonstration of how Birla Opus Calista's stain resistance and stain guard feature can simplify life, proving that even after the messiest moments, your walls can remain pristine and you can be stress-free.”

Sachin Kamble, chief creative officer, Leo South Asia, added, “In today’s world, stress has almost become a part of daily life. With Birla Opus Paints Calista, we wanted to show that even in the middle of chaos, there’s room for play. The film’s ‘rage wall’ is a symbolic space where colour, emotion and release come together, turning tension into something visual and impactful.”