Aditya Birla Capital launches with big blitz

By A Correspondent

You can’t miss it if you keep eyes open. Across 51 television channels, 14 radio stations, hundreds of outdoor shelters and all other happening digital platforms (save MxMIndia) – that’s Facebook, YouTube, Instagram and various other websites. We’ve heard of the formation of Aditya Birla Capital, the holding company of all the financial services businesses of the Aditya Birla Group.

ABCL now replaces ABFS, short for Aditya Birla Financial Services. And ABCL will include Aditya Birla Finance Limited, Aditya Birla Sunlife Mutual Fund, Aditya Birla SunLife Insurance and Aditya Birla Health Insurance.

The campaign titled – #DearMoney – attempts to “provoke people to start a conversation about money, with money!”

Said Ajay Srinivasan, Chief Executive Officer, Aditya Birla Capital: “We are a brand built on empathy for people’s life’s needs and their hard-earned money. We are a brand that believes in earning people’s trust. And we are a brand that simplifies everything that is complicated with financial services. Our belief is that it is the empathy, the trust and the simplicity that will make us an endearing and preferred brand. Moving away from the traditional approach of pushing a product, our brand solutions are built on three key need pillars – Protecting, Investing and Financing. In everything we do and say, our endeavour will be to understand an individual’s needs and accordingly advice or recommend the right solution for their life’s needs, throughout their life. And with this, we believe we will change the way our category operates.”

Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer – Aditya Birla Capital added: “A brand is like a personality with attributes and a purpose. It comes alive not just by what you see on TV or on billboards but by the way you experience the brand. We are not just launching a new Brand for the people of India, we are, in fact, putting into action a new role that Financial Services will play in the lives of every Indian. We are here to enable individuals to protect what they value; to invest so they can live a life they aspire to live; and to finance their dreams, needs and desires. We want to build this into a brand such that whenever a customer thinks of money, they think of us. We want to make this a pre-eminent brand in India standing for empathy, simplicity and top performance. This is how we will be able to earn people’s trust. And, only with their trust will they give us the permission to be their partners through all of their life’s needs.”

Directed by Ram Madhvani, the TVC has been created by Taproot Dentsu with Foxy Moron Media handling the digital campaign roll-out and MindShare being responsible for digital and TV media planning. Fitch India was responsible for the creation of the new visual brand identity for Aditya Birla Capital.