Birla Opus Paints has rolled out a campaign ahead of  Diwali that steers away from the gloss of large-scale celebrations to focus on the quieter joys that define the festival. 

Conceptualised by Leo India, the digital film titled ‘Kya Iss Baar Diwali Cancel?’ (Will this year's Diwali be cancelled?) builds on the brand’s philosophy, ‘Duniya Ko Rang Do’, to explore how the brightest glow of festivals comes not from lights and decor, but from shared moments with the people who are there for us every day.

The narrative follows a retired couple who, in the midst of preparing their home for Diwali, learn that their son won’t be visiting. What could have been a story of disappointment and loneliness instead unfolds into one of positivity and tenderness, as the elderly couple decides to go ahead with their preparations, painting the house in their son’s favourite colour and celebrating the festival in their own company.

What we think about it: By anchoring the story in simple domestic emotion, the film sidesteps overused festive tropes and instead captures something more universal - the idea that celebrations aren’t always about a spectacle; sometimes, it’s about every day connections. However, the narrative’s predictability and brand insertion risk making it feel slightly formulaic 

Inderpreet Singh, head-marketing, Birla Opus Paints, said, “The campaign aims to spotlight the emotions behind the preparations and the joy of being together.” 

Sachin Kamble, chief creative officer, Leo South Asia, shared, “The intent was to remind viewers that Diwali isn’t about the scale of the celebration but the depth of the relationships at its heart.”

The film has been produced by Minikin DGWorks and was released across the brand’s digital platforms on 9 October.