Birla Opus Paints Launches ‘Dil Aise Eid Manaye’ Film Celebrating Family Reunions During Eid

Birla Opus Paints, the decorative paints brand from the Aditya Birla Group housed under Grasim Industries, has released a new digital film titled ‘Dil Aise Eid Manaye’ ahead of the Eid celebrations. The campaign builds on the brand’s larger philosophy of Duniya Ko Rang Do, focusing on how homes, colours and relationships come alive when families gather together during festive occasions.

The film captures the emotional essence of Eid — a festival associated with warmth, generosity and reunions — through the story of a young boy navigating changes in his home as preparations begin to welcome extended family members. Initially frustrated by the repainting and rearranging of the house, he gradually discovers the joy that comes with relatives arriving, cousins filling the home with laughter and an impromptu cricket match bringing everyone together.

What starts as a disruption for the child eventually turns into a moment of realisation: celebrations grow richer when shared with family. Through this narrative, the film subtly connects festive preparation and home transformation with the role of paints in shaping the ambience of celebration.

The campaign reflects a broader marketing approach within the home improvement category where brands increasingly tie product messaging to cultural moments and family traditions. Festivals such as Eid provide an opportunity for paint brands to highlight the emotional value of homes as spaces where celebrations unfold.

Speaking about the campaign, Inderpreet Singh, Head – Marketing at Birla Opus Paints, said the intent was to capture a relatable family moment that resonates with audiences across the country.

“Eid is a festival that celebrates unity, gratitude and the joy of being surrounded by loved ones. With ‘Dil Aise Eid Manaye’, we wanted to tell a story that resonates with families across India and highlights how beautiful walls uplift the festive spirit and become the perfect canvas for shared moments of togetherness,” he said.

The campaign was conceptualised by Leo India, which focused on a narrative-driven approach rather than direct product promotion. The storytelling centres on the emotional transformation of the young protagonist, using family interactions and festive rituals to highlight the deeper meaning of celebration.

Sachin Kamble, Chief Creative Officer at Leo India, said the film focuses on how celebrations gain meaning through shared experiences.

“This film beautifully captures how a young boy comes to realise that no celebration is ever truly complete without the people we love. It’s in these shared moments — of togetherness, warmth and connection — that celebrations find their true meaning and bring us closer to one another,” he said.

The digital film will be distributed across platforms including YouTube, Instagram and Facebook, forming part of Birla Opus Paints’ ongoing efforts to build emotional recall around its brand narrative. Since its entry into the decorative paints market, the brand has been investing in storytelling-led campaigns that position paints not just as a functional product but as an element that shapes how homes feel during important life moments.

For the broader paints category, campaigns around festivals continue to serve as key cultural touchpoints where brands highlight the connection between home spaces, personal memories and shared celebrations.