From being a pioneer in taking Indian businesses global to becoming an integral part of daily life for millions, the Aditya Birla Group has continuously evolved its brand positioning to reflect its expanding role in the global economy. The Group’s latest brand positioning, “A Force for Good,” marks a new chapter in its journey, embodying its commitment to creating positive outcomes for all stakeholders.
The Evolution of Aditya Birla Group’s Brand Positioning
From ‘Taking India to the World’ to ‘Big in Your Life’
The Aditya Birla Group’s brand journey began with its first unified positioning line, “Taking India to the World.” This strategy highlighted the Group’s transition from a collection of individual companies into a global conglomerate. As the Group expanded its international presence, this positioning emphasized its role in showcasing Indian business excellence on the world stage.
In 2016, the Group introduced the “Big in Your Life” campaign, reflecting its entry into B2C sectors while maintaining its strong B2B foundation. This campaign effectively communicated how the Aditya Birla Group’s diverse products and services permeated various aspects of consumers’ lives, from the clothing they wore to the homes they lived in.
Introducing the New Brand Positioning: “A Force for Good”
Deeply Rooted in Purpose
The Aditya Birla Group’s new positioning, “A Force for Good,” is not just a tagline but a reflection of the Group’s long-standing commitment to responsible business practices. It emphasizes the Group’s purpose: “To enrich lives by building dynamic and responsible businesses and institutions that inspire trust.” This positioning is a natural progression, aligning with the Group’s strategic intent to leverage its scale, resources, and leadership to create disproportionately better outcomes for all stakeholders, including employees, consumers, partners, investors, and society at large.
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The Campaign: A Creative Exploration of Purpose
Layered Storytelling Approach
The new campaign, which was unveiled during the current season of Kaun Banega Crorepati, represents the culmination of a global collaboration with some of the best creative minds. The campaign takes a layered storytelling approach, weaving together the diverse facets of the Aditya Birla Group’s businesses into a cohesive narrative. The film’s manifesto is particularly powerful, reflecting the Group’s journey from the early days of Indian independence to its current status as a global leader, and its vision for the future.
A Never-Before Initiative: Education for Every Question on KBC
In line with the new positioning, the Aditya Birla Group has announced an unprecedented initiative: for every question asked on Kaun Banega Crorepati this season, regardless of whether the answer is correct or incorrect, the Group will provide education to one child. This initiative exemplifies the Group’s commitment to being a “Force for Good” by directly impacting the lives of children and contributing to the future of the nation.
Conclusion: A Commitment to Positive Change
The Aditya Birla Group’s new positioning, “A Force for Good,” is a testament to its continuous evolution and commitment to making a meaningful impact. From its origins as a homegrown Indian business to its current status as a global conglomerate, the Group’s brand journey reflects a story of growth, adaptation, and an unwavering dedication to responsible corporate citizenship. With this new chapter, the Aditya Birla Group is not just continuing its legacy but is also setting new standards for what it means to be a truly global and responsible business leader.
