Mumbai: Birla Opus Paints, housed under Aditya Birla Group’s Grasim Industries, launched a new, heartwarming digital ad campaign this Holi – ‘Duniya Ko Rang Do!’. The new, colorful and engaging film is in line with the brand philosophy and emphasizes how the magic of colors can bring happiness in everyone’s lives.
Just as Holi transforms the atmosphere with its playful hues, colors can also change the mood and character of any space. The heartwarming ad film begins with a sequence of a colorful Holi morning in a housing society, filled with excitement and preparations. A group of children approaches the watchman in search of rope to hang the Holi Banner in the society. However, they’re shocked to discover his cabin in a dull and neglected state. The kids come together to make a change and transform the watchman’s cabin. They paint the cabin with vibrant colors, turning the dull space into a canvas of joy, thereby, renewing hope and happiness in the life of the watchman. What’s more, the film ends with a heartfelt message – ‘This Holi, let’s spread colors of happiness in someone’s life’.
By connecting with the emotional essence of Holi, Birla Opus Paints seeks to foster a deeper bond with consumers, showcasing how colors can transform lives by spreading joy and positivity. The communication has been conceptualised by Leo – India and will be advertised nationally across Digital touchpoints like YouTube, Facebook, Instagram and LinkedIn.
Commenting on the film launch, Inderpreet Singh, Head – Marketing, Birla Opus Paints said,“We are thrilled to launch our new and engaging ad film around the festival of colors. Building on the success of our ‘Duniya Ko Rang Do’ campaign, this heartwarming film, aims to showcase how colors are transformative- more than just beautifying spaces, they transform lives. The campaign embodies our belief that colors transcend celebration; thereby adding smiles in the lives of people.”
Sachin Kamble, Chief Creative Officer, Leo – India said, “Birla Opus Paints, a new entrant in the paint category, leveraged Holi to reinforce its ‘Duniya Ko Rang Do’ narrative. The film highlights how we often take people around us for granted, fading them into the background of our daily lives. Using children as a catalyst, the story reminds us that Holi isn’t just about playing with colors but also about making a positive impact. By extending the joy to those around us, the campaign emphasises that Holi is for everyone.”
Link to the film: Celebrate the magic of Colours this Holi with Birla Opus Paints – Duniya Ko Rang Do
Client: Birla Opus Paints
Creative Agency: Leo Burnett India
Production House: Minikin DGWorks