Let's reach for the sun, says VGC's new TVC for Aditya Birla Group

The Aditya Birla Group has recently unveiled its third corporate campaign, called 'Let's reach for the sun'. Vyas Giannetti Creative (VGC) has conceptualised the campaign, and has used music as a metaphor to take the communication forward.

Said Dr. Pragnya Ram, group executive president, Aditya Birla Group: corporate communications, "The last two campaigns focused on our Group as an Indian multinational conglomerate.  Our last campaign was on air for over two years.  During this time, our Group, under the leadership of our chairman Kumar Mangalam Birla, has become a truly global conglomerate.  From being present in eight countries, we now operate in 25 countries. The diversity and ethnicity  that our Group represents is very large. We needed to capture this aspect. Importantly we wanted to highlight the fact that despite this diversity – 30 nationalities, we are one Group, one team with one voice; with the stretch aspiration of ‘Reaching for the Sun’. This was our brief to the agency."

Dr. Ram adds that the group was keen on continuing the surreal imagery of its earlier campaigns, which, in her opinion, gives it a unique visual style.

Watch the TVC here:

The commercial is a montage of situations, featuring people from different nationalities. It sports a distinct background score, as the viewer is taken through the group's presence across 25 countries and speaks of a connecting thread amongst all. The TVC aims to highlight how the Aditya Birla Group is one team and one group, despite it being spread out across the globe.

Said Preeti Vyas, national creative director, VGC, "Our task was to incorporate the shift of strategy into a superlative creative language which whilst maintaining the thematic visual continuity with the previous films, yet had to speak a fresh story. Using music as a metaphor, we created a board that brought to life the essence of the brief.”

The film was shot in various locations in remote parts of Thailand recreating geographic diversities representing different cultures. The sets were designed by Suchartanun 'Kai' Kuladee – a Hollywood based art director.