Campaign details
Brand: Aditya Birla CapitalLead Agency: Mindshare IndiaRegion: APAC
Strategy
Objective
BFSI data showed that 95% of Indians didn't understand finance as a category. What they do understand, Is only MONEY!
In a pioneering move, all Financial Companies of Aditya Birla Group consolidated as ONE BRAND – Aditya Birla Capital (ABC), to offer all solutions under one relationship and a single platform.
On social media, ABC's goal was to build a long-term emotional relationship with people, help them understand money, and use it effectively.
ABC wished to create a community of users that believe...