Mumbai: Birla Opus Paints, the paints business of Grasim Industries and part of the Aditya Birla Group, has unveiled its latest campaign for Birla Opus Allwood, themed ‘Khul Ke Jiyo’, highlighting a more carefree and spontaneous way of living at home.
The campaign is built around the idea that homes are meant to be enjoyed without constant worry, celebrating the everyday moments that bring families together. Through a relatable family story, the film showcases how Birla Opus Allwood’s scratch-resistant wood protection allows homeowners to embrace life’s little moments without worrying about damage to their furniture.
The film follows a young boy returning home from a football match, brimming with excitement. As he reenacts the highlights of the game, the home transforms into his personal stadium, with furniture becoming part of his imaginative play. While the child’s exuberance creates chaos, the father remains unfazed, confident that the furniture is protected by Birla Opus Allwood’s scratch-resistant wood coatings.
By depicting a familiar family setting, the campaign underscores how durable wooden surfaces can help consumers replace caution with comfort, allowing them to enjoy their homes more freely. Through humour, warmth and relatable storytelling, the campaign reinforces the brand’s proposition of enabling consumers to live fully and fearlessly.
Commenting on the campaign, Inderpreet Singh, Head – Marketing, Birla Opus Paints, said, “At Birla Opus Paints, we are building a brand that goes beyond product delivery to enable better living experiences. With Birla Opus Allwood, the focus was not just on showcasing superior scratch resistance, but on the freedom and ease it unlocks for consumers. ‘Khul Ke Jiyo’ captures this philosophy where durable performance empowers people to live fully in their homes, without holding back.”
Sharing insights into the campaign strategy, Shashank Lanjekar, National Strategy Head, BBDO India, said, “Wooden furniture in homes is usually the touch-me-not kinds. While families feel proud about having it, there’s always the accompanying fear of it getting spoilt. We used this duality to showcase Birla Opus Allwood’s offering. The story puts equal spotlight on both: the torture test that the teenage son afflicts on the wooden furniture as well as on the completely contrasting reactions of both parents. The message also delightfully balances the functional benefit of the product and brings alive the emotional benefit of ‘Khul Ke Jiyo’.”
The campaign reflects Birla Opus Paints’ continued focus on combining product performance with consumer-centric storytelling, positioning Birla Opus Allwood as a solution that enables homeowners to enjoy everyday life without compromise.
Client: Birla Opus Paints
Creative Agency: BBDO India
Production House: Twenty Seventh Film Pvt. Ltd.
