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.
Project Let's reach for the sun
Brief To highlight that despite the diversity of 30 nationalities, the Aditya Birla Group is one Group, one team, with once voice, with the stretch aspiration of 'reaching for the sun'
Client Aditya Birla Group
Creative agency Vyas Giannetti Creative
National creative director Preeti Vyas
Creative director Neha Tulsian
Copywriter Patanjali Patnaik
Production house OMG
Director Mathias Zentner
Planning team Team VGC
Client servicing team Team VGC
Post-production studio Velvet, Germany
Media agency Mindshare
Media used TV