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Tag: Aditya Birla Capital

  • for its Activ One Product Campaign

    Aditya Birla Health ropes in actor Vikrant Massey…

    Aditya Birla Health Insurance Co Limited (ABHICL), the health insurance arm of Aditya Birla Capital, has teamed up with actor Vikrant Massey to unveil a campaign for its recently launched product, Activ One.

    Commenting on the campaign,  Mayank Bathwal, Chief Executive Officer, Aditya Birla Health Insurance, said: “As a brand, ABHI has consistently led the way in incentivized wellness, offering a ‘Health-First’ approach that sets us apart in the market. With this campaign, we are emphasizing how Activ One not only addresses health insurance needs but also empowers policyholders to achieve their healthiest self. We’re delighted to have Vikrant Massey as the face of the Active One. His relatable persona resonates with diverse audiences, aligning seamlessly with ABHI’s vision of providing accessible health insurance to customers from all backgrounds.”

    Added Darshana Shah, Marketing Head, Aditya Birla Capital: “At ABHI, promoting a healthy lifestyle and holistic well-being has always been our priority. Activ One is thoughtfully crafted to cater to the diverse needs of consumers across different health and life stages. We’re excited to have Vikrant Massey as the brand ambassador for this new campaign. It will further strengthen Activ One’s compelling narrative and reach and inspire customers to embrace a healthy lifestyle.”

  • To launch Investor Awareness campaign

    Aditya Birla Sun Life Mutual Fund and Dentsu Creative collaborate

    By Our Staff

     

    Aditya Birla Sun Life Mutual Fund (ABSLMF) and Dentsu Creative India have launched their latest Investor Awareness campaign titled ‘3in1TohInvestmentDone’. The campaign aims to promote the ‘Multi Asset Allocation Fund’  – emphasising the benefits of investing in a single fund, offering exposure to three key asset classes: Equity, Debt, and Gold. Investors can enjoy the combined advantages of growth and stability through the diversification of investments across these asset classes.

     

    Speaking about the campaign, Darshana Shah, Head of Marketing & CX, Aditya Birla Capital said: “At Aditya Birla Capital, our aim has always been to simplify people’s financial needs while presenting a compelling story. With this investor education campaign, we wanted to highlight the importance of portfolio diversification in managing market volatility and risks. We aimed to showcase how investing in a 3-in-1 ‘Multi Asset Allocation Fund’ can provide the advantages of three asset classes – Equity, Debt, and Gold – combined, offering potential growth and stability. This film aims to raise awareness about the benefits of investing in a versatile fund like this and starting your financial journey with us.”

     

    Added Ajeet Shukla, Group Executive Creative Director, West, Dentsu Creative India: “We didn’t have to search far and wide to crack this piece, and as always, our focus was to create a device that would make the film a memorable story. We are pleased to have achieved delightful dimensions and sweet textures to the story by incorporating a musical jingle, children as characters, and their adorable performances.”

     

  • As its lead Brand Communications Agency

    Aditya Birla Capital appoints Dentsu Creative

    By Our Staff

     

    Aditya Birla Capital (ABC) has appointed Dentsu Creative India as its Lead Brand Communications Agency. The account will be serviced from the agency’s Mumbai office.

     

    As per the mandate, Dentsu Creative India will manage the creative services for ABC – the corporate brand, and five of its subsidiaries. This includes developing and implementing advertising campaigns across various mediums to enhance the brand’s communication and messaging.

     

    Darshana Shah, Head of Marketing and Customer Experience, Aditya Birla Capital said: “Dentsu Creative India has been a longstanding partner of ABC, and I am pleased to have them as the brand’s retainer agency across our numerous lines of business. This year, we have accomplished some truly exciting projects, with a sharp focus on our health insurance, life insurance, and mutual fund businesses. Collaborating with DENTSU CREATIVE has been an absolute delight, as their dynamic and enthusiastic team shares our vision of propelling the brand forward in the new digital-first consumer era. Together, we aim to leverage the trust associated with our parent brand, Aditya Birla Group, and bring the brand ABC to the masses in India. Our goal is to simplify their financial needs and become trusted a partner throughout their life stages. I am looking forward to the remarkable outcomes that this partnership will yield.”

     

    Commenting on the partnership, Indrajeet Mookerjee, President – South & West, Dentsu Creative India added, “We are delighted to be working with Aditya Birla Capital and to have won the mandate as the lead ATL agency. This reflects the trust that we have built over years of collaboration on key projects spanning mutual funds and health and life insurance, including the celebrated ‘Dear Money’ campaign, which was a defining chapter in Aditya Birla Capital’s communication journey. The confidence shown in us is a testament to the modern and creative solutions that DENTSU CREATIVE incorporates across businesses. We are truly honored to be a part of this journey and look forward to achieving many successful business and creative outcomes together.”

     

  • Ogilvy and Mondelez India were awarded the Grand Effie at the Advertising Club's Effie Awards 2021 last Friday

    @Effie2021: McCann rules again. HUL tops client roster

     

    By Our Staff

     

    If you don’t see the customary photograph of the winning agency folk in jubilation on stage, it’s because this is an awards event being held in the pandemic.

     

    Although the restrictions on holding events has eased, the Effie Awards is different. In normal years, one needs to visit an ENT specialist on the day after. Given all the hullabaloo that happens. Heck, are we getting confused with the Emvies. Perhaps yes. It’s been a while since the Advertising Club has had one of its top draw award shows, and although the International Advertising Assoication conducted three awards in Mumbai in the last month-odd, the Ad Club Effies are decidedly the most coveted.

     

    The reason is simple: It measure efficiency of the creative. And it’s a part of a global network of awards. So the scores here add up to the global rankings and which are exceedingly critical for worldwide client pitches.

     

    Under normal circumstances, an MxM report wouldn’t have highlighted the sponsors of the event, but given the times we live in, every sponsorship needs to be recognised. So: Colors was presenting sponsor. The event was powered by MX Player and Aditya Birla Capital was Category Sponsor.

     

    So you’ve read the headline, but here’s it again: Hindustan Unilever and McCann Worldgroup India bagged the Client and the Agency of the Year titles respectively while The Ogilvy Group and Mondelez India were awarded the Grand Effie for Cadbury Dairy Milk’s campaign “Melting Power Distance”.

     

    Effie Awards 2021 were held virtually this year, so it was minus all the hooting and cheer, and minus Brian Tellis as the sponsor. The only bright spot was that the event started on time ended way before most people have consumed their third.

     

    The good news is that the Ad Club received a record 950 entries and saw participation from 51 agencies.

     

    Speaking about the participants and winners at the coveted Effies, Partha Sinha, President of The Advertising Club said: “Looking at the cases that have won here today, you will know for a fact that this is the highest level of award in this country. Effie India today is the most definitive award in the country – and is revered by both the client and the agency. I want to thank every single member of the jury, the participating agencies and the sponsors. You know that this award has reached the level thanks to all of you. Let the celebrations continue but more importantly let the effectiveness culture continue. As I had mentioned before we are going to hold Effie effectiveness workshops in Mumbai, Delhi and Bengaluru. Watch this space for more details.”

     

    Elaborating on the awards, Mitrajit Bhattacharya, Chairperson, Effie India said: “It gives me great pleasure to deliver the first virtual awards presentation of Effie India. It has been a long and tough journey over the past one and half years to bring this to life. To judge 950 entries over two rounds of judging by 520 judges, with minimal physical meetings has been quite a task. I thank each participating agency and client for their support. And a big thank you to our sponsors, the Ad Club managing committee, Effie committee and the Ad Club secretariat to make this possible.”

     

    EFFIE 2021 RESULTS

     

    EFFIE 2021 CLIENT OF THE YEAR (29.10.21)

     

    EFFIE 2021 AGENCY OF THE YEAR (29.10.21)

     

     

  • To convince people to buy health insurance with strapline ‘#ABHIKaro’

    Aditya Birla Health Insurance launches new campaign

    By Our Staff

    Aditya Birla Health Insurance Company Ltd. (ABHICL) has launched a two=video multilingual, multi-platform campaign ‘#ABHIKaro’. The campaign promotes the idea of ‘Chuno insurance jo de zyada’ (choose an insurance that gives so much more!)

    Said Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital: “The phrase ‘ABHI kya kar raha hai?’ is multi-dimensional and very commonly used in conversations across India. It can be a way of greeting, an inquiry, a question, or more. The ‘ABHI Karo’ campaign has used this as a hook to detail what ABHI i.e.; Aditya Birla Health Insurance is doing for its customers. The word play on the brand name allows for a high recall value and incorporates humour while reminding viewers regarding the importance of the comprehensive and ‘health first’ offerings provided by Aditya Birla Health Insurance”

    Added Mayank Bathwal, CEO, Aditya Birla Health Insurance: “The concept of ‘#ABHIKaro’ was derived from the sense of urgency to convince people to stop procrastinating and buy health insurance right now and thus ‘#ABHIKaro’. We want to urge our customers to seek more from health insurance – ‘Chuno insurance jo de zyada’ i.e. to think beyond protection from medical expenses and to explore plans that provide progressive healthcare services along with access to the wellness ecosystem. With Aditya Birla Health Insurance’s feature-rich offerings such as the ‘Activ Health’ policy, one can get “zyada” from their health insurance. At ABHI, we have constantly taken efforts to evolve with the growing health and wellness needs and to provide truly comprehensive protection to our customers and so “#ABHIKaro.”

  • Introducing an all-new series called ‘Stay@Home’ with some of the biggies in the advertising, media and marketing fraternity. Hope you enjoy it. We start with Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital. . In this article, the veteran marketing services executive writes on: 5 things to ask yourself. Read on…

    NEW SERIES! Lockdown Day 2: Stay@Home with Ajay Kakar: 5 Things to Ask Yourself

    Introducing an all-new series called ‘Stay@Home’ with some of the biggies in the advertising, media and marketing fraternity. Hope you enjoy it. We start with Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital. In this article, the veteran marketing services executive writes on: 5 things to ask yourself.

     

    5 Things to Ask Yourself

     

    By Ajay Kakar

    1. Do you have a family album?

    Today, you carry all your pictures on your mobile. But what about the pictures taken in the era when photographs were clicked on a camera, films were developed and prints taken. And stashed somewhere. Your pictures are all over the place. Remember where all they are strewn. Find them. Collate them. Update them. Index them. Create your family album. Update your family album. Enjoy flipping through your memories.

    2. Do you know your roots?

    In today’s fast-pace world and nuclear families, speak to your elders, reach out to your relatives and enjoy creating a family tree that captures your roots. Add photographs to the names. Spend time with your immediate family and run them through your family tree. And familiarise them with their roots.

     

    3. Have you discovered your kitchen?

    Get to YouTube, discover new recipes for old favourites. And time tested
    recipes for new dishes. And try your hand at cooking your favourite dishes. Apne haath se bana hua khaana khaane ka mazaa kuch aur hi he.

     

    4. Have you updated your playlist with your old favourites?

    We all enjoy the “latest hits”, which have a short shelf-life. What about the “oldy-goldies”? Songs you grew up to and have been your all-time favourites? Exchange notes with friends and classmates. Compile a list. Enrich your playlist.

     

    5. Have you looked out of the window?

    We have a fixed routine. A predictable routine. A daily routine. A weekly routine. And our time passes running from one commitment to another. In air conditioned homes, cars and offices. When did you last open a window? Look out of the window? Heard the sound of silence? The sound of birds?

    Yeh mauka na milega dobara. Go for it!

     

  • Campaign led by two TVCs focusing on two important principles of mutual fund investments

    Aditya Birla Sun Life launches investor education campaign

    By A Correspondent

     

    Aditya Birla Sun Life Mutual Fund has launched a three-month investor education campaign. The campaign covers two films to highlight one key aspect each of investing in mutual funds.

     

    Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer – Aditya Birla Capital said: “This integrated campaign is an attempt to reach out through various touchpoints and appropriate the relevance of SIP as the right instrument for any market environment. It educates investors about the nuances of investing and assists them to take informed financial decisions. We are going beyond the ‘what’ to explain the ‘how’ with a listen and learn approach. This proposition is especially relevant in today’s volatile market environment where many new investors and fence sitters are beginning to wonder if money not invested is money saved”.

     

    Added A. Balasubramanian, MD & CEO, Aditya Birla Sun Life AMC Limited: “We believe #WINWITHSIP will help to demystify some of the fundamental concepts of mutual funds that will be beneficial for the investors’ understanding and long term financial goals. There is still a huge scope for Mutual Find penetration in this country and engaging with the masses in a relevant manner will increase their affinity towards this asset class. Knowledge is power, and through this investor education initiative our attempt is to empower people with the information that will raise their awareness on how to benefit from their mutual fund investments.”

     

    Directed by Soaeb Mohammed, the TVC has been created by Taproot Dentsu India with Early Man Film.

     

     

  • Campaign led by two TVCs focusing on two important principles of mutual fund investments

    Aditya Birla Sun Life MF launches investor education campaign

    By A Correspondent

     

    Aditya Birla Sun Life Mutual Fund (ABSLMF) has launched an investor education campaign across 22 TV channels that comprise broadcast news media as well as GECs of both English and regional languages. Spread over three months, the campaign covers two films conceptualised to highlight one key aspect each of investing in mutual funds. They emphasise on the core theme of #WINWITHSIP to convey how SIP as an investment tool helps to mitigate market volatility and can be leveraged for diversifying investments through asset allocation.

     

    Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer – Aditya Birla Capital added, “This integrated campaign is an attempt to reach out through various touchpoints and appropriate the relevance of SIP as the right instrument for any market environment. It educates investors about the nuances of investing and assists them to take informed financial decisions. We are going beyond the ‘what’ to explain the ‘how’ with a listen and learn approach. This proposition is especially relevant in today’s volatile market environment where many new investors and fence sitters are beginning to wonder if money not invested is money saved”. Directed by Soaeb Mohammed, the TVC has been created by Taproot Dentsu India with Early Man Film.

     

    Commenting about the film, Ayesha Ghosh – General Manager, Taproot Dentsu added: “This investor education effort strives to have the consumer work things out for himself, thus giving all the more potency to #WINWITHSIP. With skilful direction by Soaeb Mohammed of Early Man Film, we have kept the pace snappy and the questions quick-fire, evoking spontaneous answers that we feel viewers will find honest and relatable.”

  • Encourages women to influence health insurance purchase for their families whilst being their health custodian

    #RakhoPooraKhayal urges Aditya Birla Capital’s latest health insurance campaign

    By A Correspondent

     

    Aditya Birla Health Insurance has announced the launch of its latest campaign – Rakho Poora Khayal– an awareness campaign that urges women to complete the protection circle by influencing and purchasing health insurance for themselves and their families. This campaign has been launched across ABHICL’s social media platforms.

     

    Speaking about the campaign, Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital Limited said: “As a brand, we are committed to provoking our customers to self-realize their protection needs and to opt for the right health insurance solution.  At Aditya Birla Capital our constant endeavour is to share all perspectives on life and money with our customers so that they can make an informed decision for what’s right for them and their family. With ‘Rakho Poora Khayal’, we intend to leave women with the following questions, ‘Are you doing enough to protect your health?’ ‘Is your family completely protected?’ A self-realization will help them veer the family conversation and discussion towards taking adequate protection for their and their family’s health.”

     

    Added Mayank Bathwal, CEO, Aditya Birla Health Insurance: “The role of health insurance in the larger scheme of keeping the family healthy has not been explored. Traditionally, health insurance communications have seemed to communicate directly with the men of the house. This has further played a role in establishing health insurance as a finance tool for serious health problems which is perceived to be outside the domain of women. Through ‘RakhoPooraKhayal’ initiative, our attempt is to raise awareness among Indian women to be the ‘Total Health Guardian’ of their family and complete the circle of protection. This campaign aligns with ABHI’s purpose of inspiring individuals and families to put their ‘Health First’ and our philosophy of ‘Health Insurance for all’.”

     

    The film has been conceptualised and implemented by Abstract Films.

     

     

  • Encourages women to influence health insurance purchase for their families whilst being their health custodian

    #RakhoPooraKhayal urges Aditya Birla Capital’s latest ad campaign

    By A Correspondent

     

    Aditya Birla Health Insurance announced the launch of its latest campaign – ‘Rakho Poora Khayal’– an awareness campaign that urges women to complete the protection circle by influencing and purchasing health insurance for themselves and their families.

     

    Speaking about the campaign, Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital Limited said: “As a brand, we are committed to provoking our customers to self-realize their protection needs and to opt for the right health insurance solution. At Aditya Birla Capital our constant endeavour is to share all perspectives on life and money with our customers so that they can make an informed decision for what’s right for them and their family. With ‘Rakho Poora Khayal’, we intend to leave women with the following questions, ‘Are you doing enough to protect your health?’ ‘Is your family completely protected?’ A self-realization will help them veer the family conversation and discussion towards taking adequate protection for their and their family’s health.”

     

    The film has been conceptualized and implemented by Abstract Films.

     

     

  • Provokes people to think about their future and experience two difference scenarios, simultaneously

    Aditya Birla Capital launches interactive ad campaign

    By A Correspondent

     

    In its latest interactive social media campaign, Aditya Birla Capital allows viewers to interact with two different futures simultaneously, enabling them to choose for themselves the future they most relate to, and plan it accordingly.

     

    Speaking on the campaign, Ajay Kakar, Chief Marketing Officer – Aditya Birla Capital said: “Storytelling is the oldest and arguably the most popular way for brands to engage with their consumers by weaving a product proposition into the story. However, a story told through a 60-sec commercial is always one-sided, and can get extremely prescriptive, leaving no room in the narration for an alternate view. Therefore, advertising commercials often feel unauthentic. As a brand we do not want to ever push a product or a point of view to our customers. We want to share all perspectives on life and money with our customers so that they can make an informed decision for what’s right for them and their family. Therefore, this interactive video is not just innovation for the sake of innovation; it is an innovative opportunity for us to be able to walk the talk.”

     

    The Interactive film has been conceptualised and implemented by Social Media agency Foxy Moron. The three storylines have been directed by Achyutanand and Sudhanshu of Four Line Films. The social media roll-out is being handled by Mindshare.

     

    Said Achyutanand Dwivedi, Director, Four Line Films: “Cinematically, this was a really interesting challenge. Usually we work with scripts which have a single linear story. In this case, we had to work on three parallel stories which the viewer finds captivating and intriguing to interact with, while conveying the message across. It’s the first interactive brand film project we have worked on, and it is really exciting to see brands push the envelope. This kind of work is the ask of the hour.”

     

    Added Pratik Gupta, Co-Founder – FoxyMoron: “Everybody stresses about retirement, but not many address retirement as a problem they must address ‘now’. Our intent with this campaign was to ensure that all the people who engage with it are able to visually switch between realities and see the possibilities that may ensue. The use of interactive video experience, married with creative tech allowed us to play up this experience on users’ timelines seamlessly. Phosphene, our creative technology wing, created an experience (good or bad) by simply holding or releasing a button on the screen. Having built this creative tech from the ground up, we are now confident of the message and its delivery having the right impact on the audience that interacts with it! We’re looking forward to the results that the campaign will throw up and taking this first-time-ever tech to multiple other clients.”

     

  • An initiative by Aditya Birla Health Insurance to encourage Healthy Living

    Aditya Birla group encourages healthy living with #JumpForHealth

    By A Correspondent

     

    Aditya Birla Health Insurance has launched the third edition of #JumpForHealth initiative to reinforce its belief in empowering people to live a healthy lifestyle.

     

    Through #JumpForHealth – a month long campaign, ABHICL is creating a movement that will get people to start their health journey through the power of jumping and help the differently abled walk again. For every 10,000 jumps collected, one prosthetic leg will be donated to the under-privileged.

     

    Said Mayank Bathwal, CEO, ABHICL: “We at Aditya Birla Health Insurance go beyond just providing health insurance to our customers. We are committed to ensure that people follow a healthy lifestyle and sustain it. For #JumpForHealth 2019, we have collaborated with India’s leading choreographer – Remo D’Souza where, he is leading the campaign by creating a #JumpForHealth themed dance and will nominate others to contribute by jumping for the movement.

     

    Added Ajay Kakar, Chief Marketing Officer – Aditya Birla Capital: “In today’s era we live a sedentary lifestyle which increases our chances of suffering from innumerous lifestyle diseases. We are launching the third edition of #JumpForHealth to reinforce the philosophy of adapting healthy lifestyle. With the #JumpForHealth campaign, we are also hoping to create an active generation that considers health as a priority.”