Holi, the festival of colours, is a time for joy, togetherness, and spreading happiness. Birla Opus Paints, a part of Aditya Birla Group’s Grasim Industries, has launched a heartwarming digital ad campaign titled ‘Duniya Ko Rang Do!’ to celebrate the festival in a meaningful way. Conceptualised by Leo – India, the campaign aims to showcase how colours have the power to bring happiness into people’s lives.
Holi Campaign: A Story of Transformation Through Colours
The ad film opens on a Holi morning in a housing society where a group of children asks the watchman for a rope to hang a Holi banner. While in his cabin, they notice its dull and worn-out condition. Instead of merely decorating their society, they decide to do something special—they transform the watchman’s cabin with bright and lively colours.
The act of painting his space with vibrant hues not only brings a visual transformation but also fills the watchman with joy, reinforcing the message that colours have the ability to uplift lives. The film concludes with an inspiring message: ‘This Holi, let’s spread colours of happiness in someone’s life.’
Also Read: Mirinda Unveils Holi Ad, Turning ‘Kaali Zubaan’ into ‘Rangeen Zubaan’
National Campaign Across Digital Platforms
Birla Opus Paints is ensuring a widespread reach for its Holi campaign by promoting it nationally across multiple digital touchpoints, including YouTube, Facebook, Instagram, and LinkedIn. As a new entrant in the paint industry, Birla Opus Paints is strategically leveraging digital platforms to connect with audiences and establish its brand narrative.
Brand & Creative Insights
Inderpreet Singh, Head – Marketing, Birla Opus Paints, on the Campaign:
“We are thrilled to launch our new and engaging ad film around the festival of colors. Building on the success of our ‘Duniya Ko Rang Do’ campaign, this film aims to showcase how colours are transformative—not just beautifying spaces but also transforming lives. The campaign embodies our belief that colours transcend celebration, thereby adding smiles to people’s lives.”
Sachin Kamble, Chief Creative Officer, Leo – India, on the Creative Concept:
“Birla Opus Paints, a new entrant in the paint category, leveraged Holi to reinforce its ‘Duniya Ko Rang Do’ narrative. The film highlights how we often take people around us for granted, fading them into the background of our daily lives. Using children as a catalyst, the story reminds us that Holi isn’t just about playing with colours but also about making a positive impact. By extending the joy to those around us, the campaign emphasises that Holi is for everyone.”
Conclusion
With the ‘Duniya Ko Rang Do!’ campaign, Birla Opus Paints brings a fresh and touching perspective to Holi, demonstrating that colours are more than just a visual delight—they are a medium to spread joy and positivity. By highlighting an act of kindness, the campaign resonates with audiences and reinforces the brand’s commitment to making lives more colourful.
Client: Birla Opus Paints
Creative Agency: Leo Burnett India
Production House: Minikin DGWorks
