Birla Opus Paints has launched ‘Praner Para’, a community-led initiative to celebrate West Bengal’s neighbourhood culture through customised murals, combining regional storytelling with consumer engagement.
The initiative invites residents to nominate their neighbourhoods at www.birlaopuspranerpara.com and share the traditions, landmarks, people and cultural elements that define their identity. Fifteen Paras will be selected from across the state, including Kolkata, Asansol, Siliguri and Bardhaman, to collaborate with the company on bespoke murals reflecting their unique stories.
The campaign aims to connect the paint brand with local communities by using colours as a medium to express shared memories, cultural heritage and neighbourhood pride. It also creates an opportunity for the company to strengthen its regional presence through locally relevant engagement.
Inderpreet Singh, head of marketing at Birla Opus Paints, said the initiative would give communities an opportunity to express their traditions and sense of belonging through colours.
Shekhar Banerjee, president of client solutions at WPP Media, said the campaign combines regional insights and hyperlocal execution to deepen consumer resonance. SandeepMehrotra, chief operating officer of Zee Entertainment Enterprises Ltd, said the partnership would bring neighbourhood stories into the spotlight through storytelling and community participation.
The collaboration brings together Birla Opus Paints, WPP Media and Zee Entertainment Enterprises, highlighting the role of cultural relevance and community-led initiatives in brand building in regional markets.
