Birla Opus highlights scratch resistant coatings in new campaign

MUMBAI: Some goals are scored on the pitch. Others are scored on the living room furniture. Birla Opus Paints has rolled out a new campaign for its Allwood wood coatings range, using an energetic family moment to make a point about durability, freedom and worry-free living at home. Titled Khul Ke Jiyo, the film centres on a young football enthusiast who returns home fresh from a match, carrying enough excitement to turn the entire house into his personal stadium. Tables become goalposts, sofas transform into defenders and chairs double up as cheering spectators as the boy relives every thrilling moment of the game.

What drives the story, however, is not the child’s boundless energy but his father’s surprisingly relaxed reaction. Rather than rushing to protect the furniture from scratches and scuffs, he watches the chaos unfold with a smile, confident that the wooden surfaces are protected by Birla Opus Allwood’s scratch-resistant coating.

With this slice-of-life narrative, the Aditya Birla Group-owned paint brand shifts the spotlight from the product itself to the lifestyle it enables. The campaign argues that homes are meant to be lived in, not tiptoed around, and that durable surfaces can help families embrace everyday moments without constant concern over wear and tear.

The film uses humour, warmth and relatable family dynamics to reinforce the campaign’s central message: when furniture is built to withstand life’s little adventures, families can focus less on protecting their homes and more on enjoying them. The campaign also marks another step in Birla Opus Paints’ efforts to build an emotional identity beyond product performance. Rather than focusing solely on technical specifications, the brand positions scratch resistance as a gateway to greater comfort, spontaneity and togetherness.

Conceptualised by BBDO India and produced by Twenty Seventh Film Pvt. Ltd., the campaign taps into a familiar household truth: children rarely play by the rules, and perhaps homes should not have to either.

After all, when life’s biggest matches are being replayed indoors, a few muddy boots may be a small price to pay for the memories.