Mumbai, May 21 : Birla Opus Paints, housed under Grasim Industries, part of the Aditya Birla Group, has launched its latest campaign film for Birla Opus Style Power Bright, bringing alive the problem of wall peeling through a humorous and deeply relatable story set in a village named ‘Papdi’.
Built on the insight that peeling exterior walls are a common and frustrating issue faced by homeowners across India, the campaign uses wit, rooted storytelling and slice-of-life characters to demonstrate how Birla Opus Style Power Bright’s advanced Peel Protection Technology helps prevent wall peeling for up to 4 years.
The film follows the residents of Papdi village, who are burdened not only by the unusual name of their village but also by the constant embarrassment of flaky, peeling walls, colloquially referred to as ‘papdi’. Through a mockumentary-style narrative led by a foreign influencer exploring India, viewers are introduced to the village’s colourful personalities including a pani-puri seller, a homemaker and the village sarpanch, all united by their shared frustration with ‘papdi’.
The turning point arrives when Birla Opus enters the village with Style Power Bright, transforming the peeling walls into bright, smooth exteriors while restoring the villagers’ pride and confidence. The campaign cleverly blends humour with product truth, reinforcing that where there’s Birla Opus Style Power Bright, ‘papdi’ on walls stands no chance.
The film further extends into a playful social activation, sparking conversations and meme-worthy engagement around the campaign.
Inderpreet Singh, Head – Marketing, Birla Opus Paints, said,
“At Birla Opus Paints, we believe that the strongest stories come from real and relatable human insights. With the Style Power Bright campaign, we found a unique and culturally rooted way to talk about a very common exterior paint problem faced across India, i.e. Papdi. The film blends humour with product truth, showcasing lasting brightness and peel protection.”
Shashank Lanjekar, National Strategy Head, BBDO India said,
“It all started with the discovery of an actual village named Papdi. We used this nomenclature as a starting point and weaved in anecdotes from the village with a rooted comic tonality to tell the Birla Opus peel protection story. The brand plays the proverbial hero rescuing the village from what it can – the misery of peeled walls. The narrative is a careful curation of the reality of the village and the role of Birla Opus Style Power Bright so that Papdi‘s story feels authentic.”