Ad Campaigns
Aditya Birla Capital talks money in new campaign
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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
