Mumbai: With its latest campaign for Birla Opus Allwood, Birla Opus Paints shifts the conversation around wood coatings from product protection to emotional liberation. Built around the thought ‘Khul Ke Jiyo’, the film explores how durable, scratch-resistant furniture can allow families to live more freely within their homes.
Rather than demonstrating technical features through conventional product-centric storytelling, the campaign uses a relatable family moment to communicate its proposition. At the heart of the film is a young boy returning home from a football match, overflowing with excitement. As he recreates his on-field heroics, furniture across the house becomes part of his imaginary stadium, with tables, chairs and sofas transformed into elements of the game.
From a strategic standpoint, the campaign addresses a familiar consumer tension. Wooden furniture is often associated with pride of ownership, but also with constant caution. By positioning scratch resistance as an enabler of carefree living rather than merely a functional feature, the brand elevates the conversation from protection to lifestyle.
The film also aligns with a growing trend in home-improvement advertising, where emotional outcomes increasingly take precedence over technical demonstrations. Here, durability becomes a means to an end—the freedom to embrace spontaneity, warmth and family moments without hesitation.
Speaking about 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 the strategic thinking behind the creative approach, 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’.”
