‘Big is What Big Does’ Campaign for Aditya Birla Group by VGC

Strategic Design & Communication Agency VGC have been Aditya Birla Group's brand custodians since 1997. The latest campaign, conceptualized and executed by VGC, is the next step in the Aditya Birla Group's brand journey.

Brief:

The vision of the Chairman, Mr. Kumar Mangalam Birla whose deep commitment towards creating a brand of immense worth based on solid foundations of impeccable values, has seen the Group journey across many a milestone to emerge as a multinational power-brand of statesman stature, in the matter of just two decades.

The Group's radical shift from being architects of a global India to a powerhouse across the globe & various sectors has now led to the understanding of how ABG is a big part of peoples' lives at every step.

This called for revamping the group's identity to match with the contemporary world.

Solution:

VGC has partnered Aditya Birla Group over two decades to build an iconic brand and continues to do so.

Over the years, VGC has conceptualized and developed all of Aditya Birla Group's brand campaigns. Starting with the 'Taking India to the world' campaign, which introduced the Group as an Indian Multinational with diversified interests across the world, VGC through continuous strategic and creative efforts has helped the group reaffirm their position as a powerhouse across the globe and across sectors.

VGC refreshed the company's identity, defining it as a new mark for new milestones. Based on this, the new brand language was extended across various touch points and collaterals, the details of which can be read here
To add more power to the deep-rooted brand that the Aditya Birla Group already is, VGC as its strategic brand and communication partner took the campaigning spirits to a whole new level!

Following the logo change campaign in 2016, VGC conceptualized a brand communication campaign called 'Big in your life', to highlight the Group's journey to a super-brand that enables and empowers people at every step in their life. The campaign in India was launched as a television commercial and was digitally broadcast across USA, Canada, the Middle East and Japan.

While the previous campaigns highlighted and established Aditya Birla Group's 'Big' geographical presence, economic might, omnipresence of the Group's products and the way they touch lives across the world, this latest campaign showcases the narrative of the company moving from 'Being Big' to creating and delivering 'Big Value' for its consumers and people at large.

It introduced a new icon for the group - the Aditya Birla Giant, who travels across the world enabling, empowering and enhancing the lives of millions.

The film, directed by the globally renowned Eli Sverdlov and post-produced by Gravity from Israel, carries forward the surreal epic signature of all Aditya Birla Group's films.

Conclusion:

The television commercial is about the group and its journey towards crossing new milestones, culminating with the logo reveal. With the conceptualisation of this commercial, VGC has taken forward the 'Big In Your Life' position and adds a greater purpose to the group. Big is what big does.

The evolution of the brand with time to keep up with the versatile eye-catching recognition-screens of the present day while still being true to its roots is a symbol of its genuineness and client-commitment that it has followed since its inception.

Client: Aditya Birla Group
Design Studio: VGC
Film Director: Eli Sverdlov