MxMIndia

Tag: Aditya Birla Capital

  • The main objective of this association would be to build affinity via brand advocacy on digital and creating distinct brand personalities

    FoxyMoron bags digital mandate for Aditya Birla Capital

    By A Correspondent

     

    Foxy Moron has been awarded the digital mandate for Aditya Birla Capital and its Home Finance, SME Finance, Corporate Finance, Personal Finance, Wealth Management and Life Insurance businesses. The account was won following a multi-agency pitch.

     

    Ajay Kakar

    Speaking on this appointment of FoxyMoron, Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital Limited said: “Our brand purpose is to provoke people for them to self-realise their needs. We are here to empower 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. And we see the digital medium as a huge enabler that can help us achieve this. Having worked with FoxyMoron during our brand launch, we have found them to be a perfect fit for the ABCL brand, in our digital journey towards being a brand synonymous with empathy, simplicity and top performance.”

     

    Pratik Gupta

    Discussing the alliance, Pratik Gupta, Co-founder, FoxyMoron added:“It is amazing to be able to work with India’s leading financial services company that has a clear vision to consolidate, communicate and simplify money for the common man. With ABC, we are reshaping the way finance is perceived in the digital spectrum. We’re excited about the work we’re doing and have in the pipeline with all seven brands. Additionally, to be able to consolidate a brand like ABC across our content and technology verticals validates our quest to do more and build long-term relationships with our clients.”

     

     

  • To create digital properties for Aditya Birla Health Insurance and Aditya Birla Sun Life Mutual Fund

    Aditya Birla Capital appoints Dentsu Webchutney to handle digital mandate

    By A Correspondent

     

    Dentsu Webchutney has won the digital mandate for two of Aditya Birla Capital’s businesses, Aditya Birla Health Insurance and Aditya Birla Sun Life Mutual Fund. The agency has been entrusted with the task of providing strategic and creative inputs across various platforms within the digital ecosystem.

     

    Ajay Kakar

    Speaking on the association, Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital said: “Dentsu Webchutney impressed us with its passion for our brand. We are launching a new category – Money – and are committed to creating new benchmarks in a way customers engage with our category. The digital platform will play a key role in this journey and innovation will be the cornerstone. Dentsu Webchutney has a track record of creating new frontiers. We look forward to a great partnership.”

     

    Gaurav Soi

    Added Gaurav Soi, Executive Vice President- Growth, Dentsu Webchutney: “It is indeed a proud moment for us to add a prestigious client such as Aditya Birla Capital to our roster. Financial planning and financial services are extremely significant today and the digital ecosystem is the most efficient medium to cater to diverse age and need bands. We are looking forward to helping Aditya Birla Capital establish their brand philosophy with respect to the health insurance and mutual funds businesses, through innovative positioning and properties across the digital landscape.”

     

     

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

    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.