Aditya Birla Group’s paints brand, Birla Opus Paints, has rolled out a campaign ahead of Eid celebrations titled ‘Dil Aise Eid Manaye’ (This is how the heart celebrates Eid). Rooted in the brand’s philosophy of Duniya Ko Rang Do, the campaign captures how colours, homes and relationships come alive when the entire family comes together under one roof during festivals.

 The film narrates the story of a young boy, as he hesitantly watches his room and home being repainted and reorganised in preparation for Eid. What feels like an invasion of his space slowly unfolds into something else. The newly painted walls become the silent backdrop to a chaos of affection as the house fills with laughter, moments of joy and a cricket match where the spirit of sharing and togetherness comes alive. What felt like a disruption turns into delight, showing how festivities grow warmer and more meaningful when shared. 

Conceptualised by Leo India, the narrative positions paint as a facilitator of festive renewal, as the act of repainting becomes symbolic.

What we think about it: By telling the story through a child’s perspective, the narrative captures the shift from resistance to joy in a simple and relatable way: fresh paint may change the walls, but it’s togetherness that truly brings a home to life. That said, the category linkage feels a bit soft. While the metaphor of repainting ahead of celebrations works, the brand’s distinctive role feels underplayed and doesn’t come through as strongly as it could. 

Inderpreet Singh, head – marketing, Birla Opus Paints, said, “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 uplifts the festive spirit and becomes the perfect canvas for shared moments of togetherness.”

Sachin Kamble, chief creative officer, Leo – India, said, “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.”

Credits

Client: Birla Opus Paints
Creative Agency: Leo India
Production House: BAD Studio Productions