COLOURS OF BELONGING: BIRLA OPUS PAINTS LAUNCHES ‘PRANER PARA’

Birla Opus Paints has launched ‘Praner Para’, a mural-led initiative celebrating the cultural identity of West Bengal’s neighbourhoods. By inviting nominations from across the state, the project will select 15 Paras to transform into vibrant canvases, reflecting traditions, stories and collective pride through bespoke artworks created in collaboration with communities.  

In Bengal, the Para is more than a neighbourhood. It is the nucleus of everyday life, where friendships are forged, festivals celebrated, adda flourishes and generations grow together. Each Para carries its own rhythm, character and stories, forming a cultural fabric that is both intimate and enduring. Birla Opus Paints has chosen to honour this spirit with the launch of ‘Praner Para’, a community-led initiative that seeks to bring the essence of Bengal’s neighbourhoods to life through murals.  

The idea is simple yet profound: if every Para has its own personality, why shouldn’t it have its own mural? Through ‘Praner Para’, residents across West Bengal are invited to nominate their Para at www.birlaopuspranerpara.com, sharing what makes their community unique. From Kolkata’s bustling lanes to the quieter corners of Bardhaman, 15 Paras will be selected based on their stories, traditions, landmarks and cultural elements. These chosen neighbourhoods will then collaborate with Birla Opus Paints to create bespoke murals that embody their collective identity.  

Inderpreet Singh, Head – Marketing, Birla Opus Paints, explained: “Colours have the power to reflect who we are and the spaces we call our own. In West Bengal, a Para is much more than a location – it is a living expression of its people, memories, traditions and shared sense of belonging. With ‘Praner Para’, we wanted to celebrate this cultural fabric by giving communities the opportunity to tell their stories through colours.”  

The initiative is supported by WPP Media, whose President Client Solutions, Shekhar Banerjee, emphasised the importance of cultural authenticity in regional brand building. “Connecting authentic cultural nuances with the right media touchpoints is key to meaningful engagement. Our partnership with Birla Opus Paints for ‘Praner Para’ combines deep regional insights with hyper-local execution to create a community-first engagement engine. This approach honours Bengal’s unique neighbourhood identity while deepening consumer resonance.”  

Zee Entertainment Enterprises Ltd has also partnered in the project, underscoring the role of storytelling in community engagement. Sandeep Mehrotra, Chief Operating Officer, said: “At Zee, we have always believed that the strongest stories emerge from the communities we serve. ‘Praner Para’ is a powerful expression of West Bengal’s neighbourhood culture, where every Para has its own identity, memories and sense of belonging. By combining storytelling, community engagement and cultural relevance, this initiative reflects our commitment to creating experiences that resonate deeply with audiences while strengthening the connection between brands and consumers.”  

By turning Paras into canvases, Birla Opus Paints is not only celebrating Bengal’s neighbourhoods but also reinforcing the idea that identity is best expressed collectively. The murals will stand as vibrant markers of pride, memory and belonging, ensuring that the stories of Bengal’s Paras are not just lived but also seen, shared and remembered.