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Aditya Birla Finance launches CGI and anamorphic OOH campaign

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Aditya Birla Finance (ABFL), a prominent non-banking financial services firm in India, recently embarked on a groundbreaking Out-of-Home (OOH) campaign in collaboration with Platinum Outdoor, a division of Madison World. The campaign, featuring cricket sensation KL Rahul, strategically leveraged billboards, BQS (Bus Queue Shelters), and DOOH (Digital Out-of-Home) platforms in bustling urban centers and travel hubs. Let’s delve into the success story of the ABFL ‘Ab Kahani Badlegi’ campaign.

Aditya Birla Finance X Platinum Outdoor: A Strategic Partnership

Aditya Birla Finance joined forces with Platinum Outdoor, known for its expertise in outdoor advertising, to create a campaign that would resonate with diverse audiences across 12 different cities. The strategic placement of media units in high-traffic areas, including arterial roads, junctions, residential routes, and branch locations, aimed to maximize visibility and influence.

KL Rahul: The Face of Innovation

The campaign’s key highlight was the collaboration with cricket icon KL Rahul. Darshana Shah, Chief Marketing Officer at Aditya Birla Capital Ltd., expressed excitement, “We are excited to present a new-age marketing buzz to our new-age digital consumers. A key element of the campaign was an immersive CGI and Anamorphic experience that seamlessly weaved the spirit of cricket, represented by KL Rahul, incorporating the iconic locations of Mumbai and Bengaluru. Such an innovation encourages engagement among audiences across India, who keep craving new and quirky formats for content.” 

Anamorphic OOH campaign: The ABFL ‘Ab Kahani Badlegi’ Story

The content narrative of the campaign skillfully depicted ABFL’s diverse financial solutions, including personal loans, business loans, and loans against property. The anamorphic storytelling technique began with the dynamic cricket shot of KL Rahul, followed by the spinning ball, symbolizing the dynamic service offerings of ABFL. The campaign successfully intertwined the spirit of cricket with the financial spirit of Mumbai, incorporating iconic locations like CST (Chhatrapati Shivaji Terminus) station.

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Dipankar Sanyal, CEO, Platinum Outdoor & MRP also commented, “It has been an extremely rewarding experience to be able to strategize and execute Aditya Birla Finance Limited’s outdoor campaign on such a grand scale, especially since the outdoor environment today is constantly evolving. Certainly, the campaign has been a great success.” 

Maximizing Impact:

Aditya Birla Capital and Platinum Outdoor strategically positioned media units to ensure maximum impact. Billboards, BQS, and DOOH were strategically placed in high-visibility locations, targeting the audience during their daily commute and other routine activities. The campaign effectively communicated ABFL’s brand message, creating a lasting impression on the minds of the consumers.


The ABFL ‘Ab Kahani Badlegi’ campaign stands out as a shining example of innovation and strategic thinking in the realm of outdoor advertising. By combining the charisma of KL Rahul with creative storytelling and strategic placement, Aditya Birla Finance successfully increased brand recognition and engaged potential customers across diverse urban landscapes. This campaign serves as a testament to the power of collaboration, creativity, and strategic planning in the ever-evolving world of marketing.

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