Mumbai, 5th June, 2026: Birla Opus Paints, housed under Grasim Industries, part of the Aditya Birla Group, has launched its latest campaign film for Birla Opus Allwood with the theme, ‘Khul Ke Jiyo’. Rooted in the belief that homes are meant to be lived in freely, without hesitation, the campaign celebrates the uninhibited moments that make everyday family life, both memorable and joyful.
Through a playful family interaction, the film highlights how Birla Opus Allwood’s scratch-resistant wood protection gives consumers the confidence to let go of constant caution, embracing spontaneity, warmth and togetherness without worrying about every mark or scratch. At the centre of the film is a little boy returning home straight from the football field with shoes muddy and an unmatched energy. As he excitedly reenacts the greatest match of his life, the house transforms into his stadium. Wooden tables become goalposts, sofas turn into defenders, and chairs become cheering crowds as he jumps, climbs and races across the furniture in breathless excitement.
What makes the moment unexpected is not the child’s chaos, but the father’s calm. Instead of stopping him mid-celebration or worrying about scratches and scuffs, he simply watches on with a smile. The reason is simple; the furniture is protected with scratch-resistant wood coatings from Birla Opus Allwood.
The campaign uses a slice-of-life family moment to showcase how durable and scratch-resistant wooden surfaces can transform the way people live in their homes, replacing caution with comfort and worry with freedom. Through humour, warmth and relatable family dynamics, the film reinforces the emotional promise of ‘Khul Ke Jiyo’, where homes become spaces that can truly be lived in without hesitation.
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.”
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’.”
Link to the film: Birla Opus Paints | Allwood Wood Paints | Khul Ke Jiyo
Client: Birla Opus Paints
Creative Agency: BBDO India
Production House: Twenty Seventh Film Pvt. Ltd.
About Birla Opus Paints
Birla Opus Paints, housed under Grasim Industries, Aditya Birla Group’s flagship firm, offers Decorative Painting Solutions to consumers in India. Launched in 2024, Birla Opus Paints has a complete portfolio featuring a range of superior products across categories like interiors, exteriors, waterproofing, enamel paints, wood finishes, aerosols and wallcoverings. With six manufacturing plants spread across India, Birla Opus Paints is well positioned to be amongst the market leaders in the decorative paints category. The brand aims to inspire people to turn their surrounding spaces into their very own masterpiece.
For more details, log on to: www.birlaopus.com | www.adityabirla.com
