For nearly 3 decades, VGC has been the corporate brand custodians of the Aditya Birla Group. This journey began with development of Aditya Birla Group’s corporate brand identity in 1996, the next two iterations in 2011 and 2016 respectively, creating the brand architecture for the Group, multiple strategic value-adds and exercises, and of course
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scripting the narrative of their brand journey.
The Group’s iconic first campaign ‘Taking India to the World’ was launched in 2006 and saw multiple renditions until 2016 – this was when the Group’s new identity was revealed and also their next campaign + tagline ‘Big in your life’. While the first campaign aimed to highlight the new formed Group’s geographic presence and business diversity, the next iteration aimed to highlight the value that the Group’s various offerings add to the lives of people across the globe.
Since then, the Group had evolved at an unprecedented rate. They were much bigger, getting into new sectors and also had a newly instituted Purpose statement that aimed to serve as their new guiding force. It was now time to script the next chapter of in the Group’s brand journey. To begin, we understood (through research) how the Group was perceived externally. Internally, we spoke with senior leadership across the various Group companies to outline our current and desired perceptions. Based on this, we then developed a communication strategy and new positioning tagline options, which was then rigorously tested with multiple audience sets.
The final selection ‘A Force for Good’ was then extended into a brand manifesto, inspired by the Group’s purpose statement and Rabindranath Tagore’s poem ‘Where the mind is without fear’.To bring this vision to life, we employed the use of AI for storyboarding and tirelessly worked on multiple iterations to get it right. The AI cinematic was also tested with various audiences to fine tune the film and the team worked with world-class talent to bring this vision to life. The campaign was then extended across immersive and traditional media, and launched on independence day, 2024.
