Birla Opus Paints, housed under Aditya Birla Group’s Grasim Industries, has rolled out a digital film ‘Wall Therapy by Calista,’ on World Stress Awareness Day that highlights the message that while life may be stressful, your walls don’t have to show the marks.

Conceptualised by Leo India, the campaign spotlights Birla Opus Calista's role in easing daily stress, showcasing its resistance to tough household stains.

The film opens with visuals and reactions of people to a mysterious big black, room sized box placed in the middle of a busy road with a signage stating ‘Enter to relieve stress’. Upon entering participants were encouraged to vent their frustrations at a wall by throwing daily messy products like ketchup, over-ripe tomatoes, eggs, colourful water balloons, amongst other things, with each splash symbolising a moment of release and relief that transforms everyday stress into a playful experience. 

What began as a moment of stress-busting fun transitioned into a live demonstration of the brand’s stain guard technology whereby the canvas was painted with Birla Opus Calista.The film illustrates how, even after being bombarded with tough stains, Calista walls can be wiped clean with remarkable ease, staying spotless despite life’s messiest moments. 

What we think about it: While the concept of a ‘rage wall’ is strong, the execution feels slightly too sanitised and predictable for what could have been an edgier, more spontaneous social experiment with a touch of authenticity.

Inderpreet Singh, head-marketing, Birla Opus Paints, said, “With our new digital film for Birla Opus Calista, launching on World Stress Awareness Day, we wanted to offer a unique perspective on managing daily pressures while also showcasing the innovative capabilities of our products. 'Wall Therapy By Calista' is a playful yet powerful demonstration of how Birla Opus Calista's stain resistance and sain guard feature can simplify life, proving that even after the messiest moments, your walls can remain pristine and you can be stress-free.”

Sachin Kamble, chief creative officer, Leo – South Asia, said, “In today’s world, stress has almost become a part of daily life. With Birla Opus Paints Calista, we wanted to show that even in the middle of chaos, there’s room for play. The film’s ‘rage wall’ is a symbolic space where colour, emotion, and release come together. It reminds us that sometimes, a touch of creativity and playfulness is all it takes to turn tension into something beautiful.”