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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.

Aditya Birla Group

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.

Aditya Birla Group

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.

Aditya Birla Group

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.

Aditya Birla Group

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!

Aditya Birla Group

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.

Aditya Birla Group

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.

Aditya Birla Group

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.

Aditya Birla Group

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.

Aditya Birla Group

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.

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

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CURRENT ISSUE
Creative Gaga - Issue 48

 

Establishing a connection with their users is a smart game that brands need to play. By sharpening their intelligence and making good use of their wits, some brands have successfully made a mark and left a strong impact on the millennials.

Millennials or Generation Y are the demographic cohorts that directly follow Generation X. Often credited with coining the term Millennials, Neil Howe and William Strauss define the millennial generation as those individuals born between the years 1982 and 2004. This generation has seen their fair share of ups and downs, from being directly impacted by the 2007-08 economic slowdown to being the only generation in history to actively participate in the global shift from analog to digital systems, and of course, the growth and popularity of the internet and everything else that came with it.

Arguably the largest demographic right now, a Brooking’s data study shows that by 2025, almost 75% of the workforce will be millennials. Therefore, as they make up a large part of today’s (and the future) consumer audience, brands have started changing the way they speak, to effectively connect with this generation.

 

Let’s take a look at a few trends in design, communication & marketing for the millennial generation by VGC:

Millennial
Millennial
Millennial

1. Shorter Attention Spans, Shorter Content

With the inception of internet ads and social media, content (especially video content) has constantly been getting shorter. And with the introduction of Vine in 2013 (Vine allowed users to upload and share six-second long video loops), Snapchat and more recently Instagram stories, brands have found creative ways to connect with millennials in a very short time span.


Millennial
Millennial

2. Spending with a Purpose

If there is one thing that millennials support, it is a purpose or causes that they can get behind.

 

Brands with social responsibilities/purposes like Toms shoes (where for every pair of shoes sold, they gift a pair of shoes to an underprivileged child) or WeWOOD (that plants a tree for every watch they sell) connect very well with millennials as they feel that they’ve actively participated in an effort to make the world a better place.


Millennial
Millennial

3. Hype, Collaborations and Limited Period Drops

The Millennial generation can also be called the ‘Hype’ generation. Anything (from art to a product or service) that is able to generate enough hype becomes very attractive to millennials.

 

Take the Adidas x Dragonball collection (which was unique because an iconic Anime Saga collaborated with a leading sneaker brand) or the entire line of Supreme collaborations (originally a skate company, Supreme has collaborated with the who’s who of luxury brands), some a of which are downright weird, including a crowbar priced upwards of $250, which goes to show that any product can be a success if it is able to generate enough hype and perhaps, also drops for a limited period of time.


Millennial
Millennial

4. Bold Typography and Colourful Minimalism

How do you get a brand communication to stand out from amongst the tons of other content there is out there?

 

Simple, make it unique, creative, colourful and bold.

 

Millennials love minimalism, but the benchmark is much higher than what it used to be. Flat design, paired with bold typography and vibrant, contrasting colours make for an attention-grabbing website or creative piece.


Millennial

5. Personalized Experiences and Creative Participation 

Brands today have become more inclusive by getting consumers to participate in various aspects of the brand experience.

 

Take for instance Absolut Vodka, a brand known for its creative collaboration and promoting art & creativity, allowing young designers to take a crack at designing a bottle for the Indian market or Coca-Cola with its game changing ‘Share a coke with’ campaign, that made (nearly) everyone feel like they were special when Coke put their name on their cans.

When a consumer gets to participate in or co-create a brand experience, it really helps create a lasting impression of the brand in their mind.

 

As the millennial generation continues to be the largest consumer segment and as everything else around changes, there sure will be a rise in the number of exciting new trends, techniques, and mechanisms by which brands and consumers will interact.

Millennial
Millennial
Issue 45

Published in Issue 45

When celebrations are all around for the new year, everyone is curious about what this new year will bring. So, the rounds of looking back to the past year and trying to predict the new one starts. We started the same exploration through this issue by reaching various experts for their take on the trends for their respective fields. And with many expert interviews, we got various unique viewpoints, as Elephant Design shared the importance of having a well-thought packaging design for products. And on another hand, VGC gave an insight into, how a brand should be created for the Millennials. But to top it all, with very deep logical design thought, Itu Chaudhuri says that the trends are a modern seasonal disease, and we designers should continue taking it with a grain of ethically-produced, iodide-rich rock or sea salt. All-in-all this issue is a very interesting and a must-read, if you’re looking for greater clarity and want to start your year with a lot of deep design knowledge about the brand development to packaging design, user experience design, to storyboarding and more.

 

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CURRENT ISSUE
Creative Gaga - Issue 48

 

Ranked among the top four Indian Design agencies by The Economic Times, VGC has designed the third and even more dynamic avatar of the Aditya Birla Group logo.

A new journey of the Aditya Birla Group (ABG) was marked by revamping the company branding. VGC lead and anchored this transformation across print and digital media. Keeping the original concept of the logo; a centrally placed sun radiating criss-cross beams as a symbol of hope, timeless values and boundless optimism of ABG. A partnership of 20 years between VGC & ABG has resulted in 3 logo developments for the company, each modernised to fit the legacy ABG.

The third avatar of the ABG logo is derived from the original logo itself (designed by VGC earlier), the brand language is a vibrant; instant connect to the look and feel of the logo mark and the values that it stands for. A small variation in the colour palette lifts the entire logo, showcasing the youthfulness of the company while staying rooted in their heritage expressing its richness and diversity.

The bright colorful sun at the base forms its solid foundation in a bolder and more forceful global version. The crisscrossing sunbeams connote the vibrant internal and external movement of energy; like a prism it refracts the multi-dimensional aspects of the Aditya Birla Group.

Published in Issue 34

This is a rebranding special issue focused on finding the answers to some of the basic questions like what is the right time for re-branding? or what all needs changing and how exactly? We interviewed some of the best branding studios like Landor Mumbai, Elephant, VGC, Inchwork, and many more. If you are considering rebranding or want to learn more about the art of doing it then this issue is a must-read. So, go ahead and

 

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CURRENT ISSUE
Creative Gaga - Issue 48