Aditya Birla Capital: What if you could #InteractWithTheFuture ?

Aditya Birla Capital, a life insurance company, increased brand awareness and consideration in India by launching an interactive mobile video that showed audiences what their future would look like when it was and wasn't planned for.

Campaign details

Brand: Aditya Birla CapitalAgency: Foxymoron

Strategy

Objective

A study recently found that while over 80% of working professionals in India expect a comfortable retired life, less than 30% actually plan their money around living one. Through its #ABCofRetirement campaign, Aditya Birla Capital wanted to address this predicament by driving a message that said, 'planning better in the present day can bring you a better tomorrow'. The idea was to bring in a self-awakening of sorts and to create a sense of urgency around planning for something as 'far away' as their retirement. The only way...

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