Aditya Birla Capital: Waterfall Targeting Model – How video story-telling and Data Intelligence came together

Aditya Birla Capital (ABC), a life insurance company, introduced a Facebook brand lift study in India that engaged consumers through 12 video stories.

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...

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