This film serves as a powerful manifesto rooted in the legacy of the Group and driven by their core philosophy. Tracing their roots back to India’s independence, the Aditya Birla Group has grown into a global force, with ventures spanning diverse business verticals. The film captures this journey, showcasing their diversity across various business sectors and geographies. It reflects their unwavering commitment to people, planet and prosperity for all. From the outset, we worked closely with the ABG team to script the new narrative and employed cutting-edge AI to visualise our storyboard. This was then followed by rigorous testing with various audience segments, honing the film even further. The result is more than just a corporate film. It is a reflection of their ethos and ambitions. Every frame, every note of the music, and every element of CGI has been meticulously crafted to present a grand, immersive experience that aligns with our vision as a global brand committed to being a force for good.
The Concept
Set in a futuristic landscape, our latest film continues the Group’s tradition of creating unique imagery with a surreal look and feel. Building on the distinct visual style established in our previous films, this new creation further enhances that aesthetic to reflect our journey as a Group. The film seamlessly integrates fantastical elements with our brand narratives, vividly portraying the Aditya Birla Group’s roots around India’s independence and our evolution into a global powerhouse.
The Making
The film was designed to capture a grand and larger-than-life essence, immersing viewers in a powerful visual experience. Shot with an anamorphic lens, it offers a sweeping cinematic perspective, enhanced by wide-angle shots that emphasise the drama and scale of each scene, particularly during the powerful logo reveal. Advanced CGI (computer-generated imagery) is skilfully integrated to enhance realism, blending seamlessly with live-action footage to create a visually compelling narrative. The 2.35:1 aspect ratio further elevates the cinematic feel, providing an expansive view that underscores the film’s epic scale. The poetic approach to storytelling ensures that the film resonates with viewers, leaving a lasting impression through its visual grandeur and the emotions it evokes.
The Music
Music plays a vital role in conveying the magnitude and grandeur of this film. We aimed to blend contemporary sounds with classical Indian elements to capture the essence of modern India.
The track, composed by the internationally acclaimed Cyrus Reynolds, was further enriched by Indian artist Dhruv Ghanekar, who incorporated classical Indian music and percussions with the sitar and tabla. Our objective was to reflect the wide-reaching impact of Indian music, paralleling the Aditya Birla Group’s own journey of growth and evolution. The powerful tones lead the film, bringing it to life with a crescendo that elevates its climax, ensuring a lasting impact. By seamlessly integrating classical Indian music into a contemporary framework, we enhanced the film’s epic scale and grandeur.
Campaign Coverage
The campaign has been covered extensively by various media sources from Brut, Mad over marketing, India Times and several more. The brand film has clocked in close to 20 million views on YouTube alone in just under 5 days since its launch. The film was even played before and after the Prime Minister’s speech on India’s Independence Day. The response till date has been overwhelmingly positive and well received by all.
