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Aditya Birla Capital talks money in new campaign

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MUMBAI: Aditya Birla Capital Limited (ABCL) has launched its latest campaign #DearMoney across 51 TV channels, 14 radio stations, several OOH locations, Facebook, YouTube, Instagram and several websites. With this launch, all ABCL businesses inclusive of Aditya Birla Finance Limited, Aditya Birla Sunlife Mutual Fund, Aditya Birla SunLife Insurance and Aditya Birla Health Insurance, have come together as one to serve the end-to-end financial needs of its retail and corporate customers through one brand.

The campaign highlights the launch of a whole new category — money, and the launch of a whole new way in which financial brands enter and become a part of peoples' lives through their life's needs. Given that the complexities surrounding money are unique to every individual, most of us do not like to talk about it, not just with others, but often even with ourselves.

The objective of the campaign is to provoke people to start a conversation about money and 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 finance and self-realise the need for money in various aspects of their life. It encourages people to actively thinking about it, so that they can take the first step towards financial planning.

Aditya Birla Capital chief marketing officer Ajay Kakar says, “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.”

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.

Taproot Dentsu India chairman and chief creative officer Agnello Dias says, "We needed an open letter from the people of India to a puzzle called money. We focused on taking this conversation out of homes and dining tables to start a collective exchange about all things money. Hopefully the film will encourage each of us to start having real-time conversations with our own #DearMoney in a light-hearted yet insightful way."

Mindshare South Asia chief digital officer Vinod Thadani says, “The roll-out across various mediums like mobile, digital, social and native, have been extremely innovative and at a scale aimed to reach out to as many people as we can. With every medium having its own unique conversation, the campaign has been one of the most engaging and interesting that we have worked on yet.”

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