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Aditya Birla Capital’s #DearMoney campaign encourages people to have a conversation around money

Taproot has conceptualised the campaign for the launch of a whole new category, ‘money’, by Aditya Birla Capital, the holding company of all the financial services businesses of the group

Click on the Image to watch the TVC.

Aditya Birla Capital Limited (ABCL) has launched its #DearMoney, commercial through a high-octane campaign across 51 TV channels, 14 radio stations, OOH locations, Facebook, YouTube, Instagram and websites.

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 the digital and TV media planning. Fitch India was responsible for the creation of the new visual brand identity for Aditya Birla Capital.

This is the very first campaign to be launched post the formation of Aditya Birla Capital, which is the holding company of all the financial services businesses of the Aditya Birla Group and one of the leading financial services players in India. 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 people's lives through their life's needs. Money is not an easy topic to talk about as the complexities surrounding it are unique to every individual. And therefore most of us do not like to talk about money, not just with others, but often even with ourselves.

The objective of the campaign is to provoke people to start a conversation about money, with money! In a unique one-on-one conversation across all channels and mediums, the campaign touches on the issues the people of India have in relation to their money and self-realise the need for money in various aspects of their life. For only when people start actively thinking about their money, will they take the first step towards planning it for all their life's needs, throughout their lives.

Chief Executive Officer, Ajay Srinivasan, Aditya Birla Capital, said, “We are a brand built on empathy for people's life's needs and their hard-earned money. We are a brand that believes in earning people's trust. And we are a brand that simplifies everything that is complicated with financial services. Our belief is that it is the empathy, the trust and the simplicity that will make us an endearing and preferred brand. Moving away from the traditional approach of pushing a product, our brand solutions are built on three key need pillars – protecting, investing and financing. In everything we do and say, our endeavour will be to understand an individual's needs and accordingly advice or recommend the right solution for their life's needs, throughout their life. And with this, we believe we will change the way our category operates.”

Ajay Kakar

Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital, added, “A brand is like a personality with attributes and a purpose. It comes alive not just by what you see on TV or on billboards but by the way you experience the brand. We are not just launching a new brand for the people of India, we are, in fact, putting into action a new role that financial services will play in the lives of every Indian. 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. We want to make this a pre-eminent brand in India standing for empathy, simplicity and top performance. This is how we will be able to earn people's trust. And, only with their trust will they give us the permission to be their partners through all of their life's needs.”

Agnello Dias

Agnello Dias, Chairman and Chief Creative Officer, Taproot Dentsu India, added, "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."

Vinod Thadani

Vinod Thadani, Chief Digital Officer, Mindshare South Asia shared, “#DearMoney is a revolutionary campaign that seeks to provoke people into re-thinking their finances. The rollout across various mediums like mobile, digital, social and native have hence 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 we have worked on yet.”

Anita Kotwani, Client Leadership, Mindshare, commented, “The purpose behind the #DearMoney campaign will change the way we look at our hard-earned money forever and hence our excitement at being associated with such innovative thinking is palpable. We are sure that the people of India will appreciate this unique conversation and participate in it, whole-heartedly.”

Dominic Twford, Client Services Director, Fitch, explained, “Positioning and establishing the Aditya Birla Capital brand has been an enormously complex yet rewarding experience for Fitch. For two years, we have worked as partners with the client team. Unlike the usual client-agency relationship we came together as one united team, all fully committed to changing the financial services industry in India."

Pratik Gupta

Pratik Gupta, Co-Founder, FoxyMoron, said, “Money has always been a sensitive topic in our society. The cumulative intent of the communication was to solve this perennial issue by hitting it hard. With #DearMoney, we are speaking directly of the problems faced and giving customised solutions for all your money needs. To be a part of such a big change has been a truly fulfilling experience for all of us at FoxyMoron and we are super excited about what we have in store for the brand in the near future.”

The Campaign:


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