Birla Opus Paints, part of Grasim Industries under the Aditya Birla Group, has unveiled a new festive campaign in Tamil Nadu to mark Pongal. The campaign promotes the ‘Birla Opus Style Colour Smart’ interior emulsion range and focuses on how thoughtfully designed and freshly painted interiors can enhance festive experiences and bring families together during one of the region’s most significant celebrations.
Set within a traditional Tamilian household, the digital film follows a young newlywed couple living in a joint family as they prepare their home for Pongal. The narrative unfolds through everyday conversations around selecting the right colour palette for their interiors, using this process to showcase how the Style Colour Smart Interior range contributes to bright, refreshed living spaces. The film uses familiar domestic moments to anchor the brand within real-life settings, making the product presence feel organic rather than instructional.
Throughout the film, visual details such as kolam-making, festive cooking and family interactions reflect the cultural texture of Pongal celebrations in Tamil Nadu. These elements are interwoven with shots of newly painted walls and interiors, subtly demonstrating how colour and finish can influence the mood of a home. The emphasis remains on lived experiences rather than overt product claims, aligning the brand with everyday family life.
The emotional centre of the story emerges when the newly married daughter-in-law is reminded of her own family’s Pongal traditions. This moment introduces a sense of nostalgia and emotional connection, which is resolved through a thoughtful gesture by her husband. He surprises her by inviting her parents to join the Pongal celebrations at their home. As both families come together, the film reinforces themes of togetherness, inclusion and new beginnings, which are closely associated with the festival.
The campaign concludes with the message ‘to start a new tradition’ this Pongal. This line positions the act of refreshing one’s home as part of creating new memories, while still respecting cultural continuity. The message links the emotional narrative back to the brand’s role in enabling spaces where such moments can take place.
Commenting on the campaign, Inderpreet Singh, head of marketing, Birla Opus Paints, said, “Pongal is a festival that brings families together and marks new beginnings. With Birla Opus Paints new campaign for the Style Colour Smart Interior range, we wanted to reflect the cultural warmth of Tamil Nadu while showcasing how refreshed interiors can enhance festive celebrations.” Singh added that the film aims to acknowledge the traditions that define Pongal while highlighting the role of colours in shaping memorable family moments.
From a marketing perspective, the campaign continues Birla Opus Paints’ approach of using culturally grounded storytelling to connect with regional audiences. By focusing on Tamil Nadu-specific customs and family structures, the brand strengthens its local relevance while maintaining a consistent national identity.
The Pongal campaign is being rolled out digitally and is expected to resonate with households preparing for the festive season. By combining emotional storytelling with subtle product integration, Birla Opus Paints positions the Style Colour Smart Interior range as part of meaningful domestic transformations tied to celebration and togetherness.
