Birla Opus Paints has announced the launch of ‘Praner Para’, a community-led initiative designed to celebrate the unique cultural identity of West Bengal’s neighbourhoods through colours, storytelling and bespoke murals.
The initiative invites residents across the state to nominate their Paras at www.birlaopuspranerpara.com and share the stories, traditions, landmarks, people and cultural elements that make their neighbourhood distinctive. Fifteen Paras will be selected, including communities from Kolkata, Asansol, Siliguri and Bardhaman, to collaborate with the company on customised murals reflecting their local heritage and shared experiences.
The programme seeks to recognise the role of Paras as centres of friendship, festivals, social interaction and intergenerational bonding in Bengal. Through this initiative, Birla Opus Paints aims to provide communities with a platform to express their identity and sense of belonging through creative use of colours.
Inderpreet Singh, head of marketing at Birla Opus Paints, said the initiative would enable communities to showcase their memories, traditions and shared identity through colours.
Shekhar Banerjee, president of client solutions at WPP Media, said the partnership would combine regional insights and hyperlocal execution to strengthen consumer engagement. SandeepMehrotra, chief operating officer of Zee Entertainment Enterprises Ltd, said the initiative would bring neighbourhood stories into the spotlight through meaningful community participation.
The collaboration brings together Birla Opus Paints, WPP Media and Zee Entertainment Enterprises, combining cultural storytelling, media engagement and local participation to celebrate West Bengal’s neighbourhood heritage.
Two campaign videos, ‘Celebrating the Spirit of Every Para’ and ‘Every Para Has a Story to Tell’, have also been released.
