What does a warrior and a businessman have in common? Mr. Kumar Mangalam Birla believes that it’s “Courage” --This resonates to the theme “Big in your life “. While we relate to Fayol’s Principles failing in today’s context due to the sporadic changes that the industry experiences, I believe Aditya Birla Group is one organisation that has stuck to its roots since our independence thereby commensurately evolving with time.
Going ahead I will capture a few instances that have helped me draw inspiration from campaigns of Aditya Birla Group that engendered my interest towards reciprocating to the society. Besides using brands of the Aditya Birla Group, I have had interests in reverse marketing the ads (part of a course, I did) that Aditya Birla Group puts out. Capturing the consumer insight – that precisely addresses the pain points of a consumer coupled with appropriate story telling execution.
One example would be, Birla Sun Life insurance and the “Autism Campaign” launched to signify the importance of an insurance coverage was something that will always remain close to me. Ads like these reiterate the fact that ABG’s contribution is more than just a CSR initiative and its significance is intensified in every walk of life.
The most recent ad “Filter for Future” launched in June 2019 maps beautifully captures different aspects of life into a single campaign, for all the harm we have caused to the ecosystem ABG by taking a pledge towards sustainability has laid the foundation towards creating a change.
The crux is that reciprocating to the community must be innate at every level possible and ABG has set a benchmark to it which is to be taken forward by us. Bill Ford once said “ “Creating a strong business and building a better world aren’t conflicting goals – they’re both essential ingredients for the long-term success”.
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