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Painting Pongal with Heart Birla Opus colours festive togetherness
MUMBAI: When Pongal comes knocking, it’s not just the pots that get stirred homes, hearts and habits do too. Tapping into that festive reset, Birla Opus Paints, under Grasim Industries of the Aditya Birla Group, has rolled out a new Tamil Nadu–focused campaign that puts colour at the centre of celebration.
Timed around Pongal, the film spotlights the brand’s Style Colour Smart interior emulsion range, using a warm, slice-of-life narrative rather than sales talk. Set in a traditional joint family home, the story follows a young newlywed couple preparing for the festival navigating kolams, colour choices and family dynamics along the way.
As walls are refreshed and rooms come alive, the film quietly draws a parallel between new interiors and new beginnings. The emotional pivot arrives when the daughter-in-law, missing her own family’s Pongal rituals, is surprised by her husband, who invites her parents to join the celebrations. Two families, one freshly painted home and a festival that feels complete.
The campaign closes with a simple message, to start a new tradition, positioning colour not as décor alone, but as a catalyst for togetherness and change.
Commenting on the launch, Birla Opus Paints head of marketing Inderpreet Singh said the brand wanted to reflect the cultural warmth of Tamil Nadu while showing how refreshed interiors can elevate festive moments, especially during a festival rooted in renewal and gratitude.
By rooting its festive communication in familiar household rituals rather than spectacle, Birla Opus Paints aims to connect with consumers at a moment when homes and relationships are both getting a fresh coat.
MAM
Ember Cookware appoints Amit Singh as chief of supply chain
10-year veteran to lead operations as brand scales across D2C, quick commerce and retail.
MUMBAI: Ember just handed its supply chain the perfect seasoning because when your cookware is non-toxic and non-stick, the operations behind it better be fast and flawless. Ember Cookware has appointed Amit Singh as chief of supply chain and Services, bolstering its leadership team at a pivotal growth phase. Singh brings over a decade of experience in supply chain strategy, operations and large-scale network buildouts.
He began his career at Singapore-based retail giant Giant Hypermarket before joining Pharmeasy in 2015, where he played a foundational role in building and scaling its pan-India supply chain across B2B and B2C channels. At API Holdings, he later led supply chain operations for North India, managing end-to-end execution across complex, multi-city networks.
In his new role, Amit will oversee Ember’s complete supply chain and service ecosystem including sourcing, manufacturing coordination, logistics, last-mile delivery, post-purchase support and workforce development. His mandate focuses on building cost-efficient, resilient operations that shorten fulfilment times, strengthen inventory management and deliver a consistently high-quality consumer experience as the brand expands nationally.
Ember Cookware co-founder & CEO Siddharth Gadodia said, “Supply chain is where growth either holds or breaks. As we scale across channels and geographies, we need operations that are efficient, resilient, and built for speed, without ever compromising on the consumer experience. Amit has done this before, at real scale.”
Ember Cookware co-founder & CMO Himanshi Tandon added, “As we scale, supply chain efficiency becomes as important as product and brand. Amit’s mandate is to build the operational foundations that make our promise consistent at scale.”
Amit Singh commented, “Ember is building something genuinely different, a category-defining brand with a clear purpose and the ambition to match. I’m looking forward to building supply chain infrastructure that doesn’t just keep pace with growth, but enables it.”
The appointment forms part of Ember’s broader push to deepen leadership across key functions as it invests in its Innovation Lab, proprietary material technologies and operational backbone to support national expansion.
In a kitchenware world where non-stick promises are easy but delivery is hard, Ember isn’t just cooking up products, it’s cooking up an operation that keeps every promise sizzling from factory to fork.
