Aditya Birla Capital, the financial services major from the Aditya Birla Group has launched #DearMoney, a high octane campaign across 51 TV channels, 14 radio stations, several OOH locations and on social media across, facebook, YouTube, Instagram and websites.
This is the very first campaign to be launched post the formation of Aditya Birla Capital, the holding company of all the financial services businesses of the group. (All businesses inclusive of Aditya Birla Finance, Aditya Birla Sunlife Mutual Fund, Aditya Birla SunLife Insurance and Aditya Birla Health Insurance, have come together as one to serve the financial needs of its retail and corporate customers through one brand.)
The campaign highlights the launch of 'money' as a whole new category – and focuses on how financial brands enter and become a part of peoples' lives through their life's needs.
The objective of the campaign is to provoke people to start a conversation about money, with money. In a unique one-on-one conversation across all channels and mediums, the campaign touches upon the issues the people of India have in relation to their money and self-realise the need for money in various aspects of their life. For only when people start actively thinking about their money, will they take the first step towards planning it for all their life's needs.
Ajay Srinivasan, CEO, Aditya Birla Capital said, “We are a brand built on empathy for people's life's needs and their hard-earned money. We are a brand that believes in earning people's trust. And we are a brand that simplifies everything that is complicated with financial services. Our belief is that it is the empathy, the trust and the simplicity that will make us an endearing and preferred brand."
He adds, "Moving away from the traditional approach of pushing a product, our brand solutions are built on three key need pillars – protecting, investing and financing and accordingly advice or recommend the right solution for their life's needs, throughout their life. And with this, we believe we will change the way our category operates.”
Ajay Kakar, CMO - Aditya Birla Capital added, “We are not just launching a new brand for the people of India, we are, in fact, putting into action a new role that Financial Services will play in the lives of every Indian. We are here to enable individuals to protect what they value; to invest so they can live a life they aspire to live; and to finance their dreams, needs and desires. We want to build this into a brand such that whenever a customer thinks of money, they think of us. This is how we will be able to earn people's trust. And, only with their trust will they give us the permission to be their partners through all of their life's needs.”
Directed by Ram Madhvani, the TVC has been created by Taproot Dentsu India with FoxyMoron Media handling the Digital Campaign roll-out and MindShare India being responsible for Digital and TV Media Planning. FITCH India was responsible for the creation of the new visual brand identity for Aditya Birla Capital.