Mumbai: Birla Opus Paints, the paints business of Grasim Industries under the Aditya Birla Group, has launched its new Onam campaign celebrating Kerala’s cultural heritage through a story centred on community bonding, shared traditions and the spirit of togetherness.
The campaign film, themed “Many Colours Make a Pookalam, Many Hearts Make an Onam,” draws inspiration from the traditional Pookalam—the colourful floral arrangement synonymous with the festival—to convey how festivals become meaningful when celebrated collectively.
Set in Kerala, the film follows a young woman preparing her newly painted home for Onam alongside her grandmother. As her grandmother reminisces about the vibrant community Pookalams of her childhood, the young woman sets out to recreate that sense of togetherness by bringing her neighbours together to transform a neglected courtyard into the centrepiece of the society’s Onam celebrations. The story culminates with the grandmother witnessing an entire community united in celebration.
Through the campaign, Birla Opus Paints reinforces its belief that while colours can transform spaces, it is people and shared experiences that create warmth, belonging and lasting memories.
Commenting on the campaign, Inderpreet Singh, Head of Marketing, Birla Opus Paints, said, “Onam is a celebration of togetherness, gratitude and new beginnings. This campaign highlights how culture, community and camaraderie, play a pivotal role in making festivals more joyous. The film reflects our belief that colours have the power not only to transform spaces, but also to bring people closer, creating memories and connections that last long after the celebrations are over.”
Sharing the creative thought behind the film, Sachin Kamble, Chief Creative Officer, Leo South Asia, said, “At Birla Opus, the belief is that the spaces we create are ultimately brought to life by the people who live in them. That thought became the inspiration for this film. The pookalam isn’t just a beautiful symbol of Onam, it’s a tradition that brings people together. Through this story, we wanted to celebrate the idea that while colours and flowers create the backdrop, it’s the shared moments and relationships that truly make a place feel like home.”
The campaign continues Birla Opus Paints’ brand philosophy of using colour as a catalyst for bringing people together while celebrating India’s diverse cultural traditions. The film has been released across digital platforms as part of the brand’s festive outreach for Onam
