In West Bengal, a Para is more than a neighbourhood. It is where friendships are formed, festivals are celebrated, adda comes alive and generations grow up together. Every Para has its own rhythm, character and stories that make it distinctly its own. Celebrating this deep-rooted cultural fabric, Birla Opus Paints today announced the launch of ‘Praner Para’, a community-led initiative that will bring the spirit of Bengal’s neighbourhoods to life through colours.
At the heart of the initiative is a simple thought: if every Para has its own personality, shouldn’t it have its own mural too?
Through Praner Para, Birla Opus Paints is inviting people across West Bengal to nominate their Para at www.birlaopuspranerpara.com and share what makes their para unique. From Kolkata and Asansol to Siliguri and Bardhaman, 15 Paras will be selected based on the stories, traditions, people, landmarks and cultural elements that define them. These communities will then work with Birla Opus Paints to bring their stories to life through bespoke murals created specifically for each Para.
Speaking about the initiative, Inderpreet Singh, Head – Marketing, Birla Opus Paints, said, “At Birla Opus Paints, we believe 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.”
Shekhar Banerjee, President Client Solutions, WPP Media, said, “Brand building in regional markets is increasingly about connecting authentic cultural nuances with the right media touchpoints to drive meaningful engagement. Our partnership with Birla Opus Paints for ‘Praner Para’ brings together our deep regional insights and hyper-local execution expertise to create a community-first engagement engine. The approach is designed to help the brand celebrate West Bengal’s unique neighbourhood identity, deepen consumer resonance, and make media touchpoints more impactful, while honoring the rich cultural fabric of the state.”
Sandeep Mehrotra, Chief Operating Officer, Zee Entertainment Enterprises Ltd 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 unique neighbourhood culture, where every para has its own identity, memories and sense of belonging. Through our partnership with Birla Opus Paints, we are proud to bring these stories into the spotlight and create a platform that enables people to celebrate their local pride in a meaningful and participative way. By combining the power of 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.”
With Praner Para, Birla Opus Paints celebrates the unique cultures and stories that are a reflection of every West Bengal para, giving Paras a platform to define their identity and bring it to life through colours. Because every Para has a story, and every story deserves a colour.
: Birla Opus Praner Para | Celebrating the Spirit of Every Para
