Ahead of Pongal, Birla Opus Paints has unveiled a festive campaign that draws from the emotional fabric of Tamil Nadu’s cherished harvest celebration.

Conceptualised by DDB India, the film uses the warmth of everyday family traditions to tell a story about belonging, empathy, and the quiet power of shared spaces.

Set within a joint-family household, the narrative follows a young newlywed couple as they prepare their home for Pongal. Conversations around choosing the right colour palette for their interiors unfold alongside familiar festive rituals, kolam-making, kitchen preparations, with the house coming alive for celebration. Amidst the festivities, the daughter-in-law reflects on celebrating the festival at her parental home, sensing a feeling of longing for her own family beneath all the festive bustle. Picking up on her unspoken emotions, her husband plans a simple yet meaningful surprise by inviting her parents to join the celebrations. As the two families gather under one roof, the film lands on its central thought of honouring tradition while gently creating space for new ones. 

What we think about it: By centring the story on a newlywed’s emotional transition into a joint family, the campaign taps into a deeply relatable cultural nuance. The husband’s tiny but empathetic and believable gesture reinforces the brand’s positioning around thoughtfulness without slipping into melodrama.

Inderpreet Singh, head - 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. This film is a tribute to the traditions that make Pongal special, and the role colours play in creating memorable moments.”