MAM
The Aditya Birla Capital brand launches first of its kind interactive campaign
MUMBAI: What if a brand could tell different stories from different perspectives at the same time, and allow consumers to choose the story they relate to better, and make a product choice accordingly?
Aditya Birla Capital which is the common brand used by the financial services subsidiaries of Aditya Birla Capital Limited, has done just that!
In the first interactive social media campaign of its kind, the Aditya Birla Capital brand allows the viewers to interact with two different futures simultaneously, enabling them to choose for themselves the future they most relate to, and plan it accordingly.
Most people don’t take action towards planning their future because it’s an intangible. The brand believes that if we could give people a handle, indeed if people could interact with their future, there is a far higher chance that they will take action to plan it.
Therefore, the new Facebook Campaign uses creative tech to enable people to interact with two different futures, with the belief that once people engage with two different futures they will actively choose one of the two and the experience will provoke them to start planning for their future.
Speaking about the campaign Mr. Ajay Kakar, Chief Marketing Officer said, “Story-telling is the oldest and arguably the most popular way for brands to engage with their consumers by weaving a product proposition into the story. However, a story told through a 60 sec commercial is always one-sided, and can get extremely prescriptive, leaving no room in the narration for an alternate view. Therefore, advertising commercials often feel unauthentic.
As a brand we do not want to ever push a product or a point of view to our customers. We want to share all perspectives on life and money with our customers so that they can make an informed decision for what’s right for them and their family. Therefore, this interactive video is not just innovation for the sake of innovation; it is an innovative opportunity for us to be able to walk the talk.”
The purpose of the Aditya Birla Capital brand is to motivate people to embrace the life they truly desire to live and enable them to meet all their life’s money goals with ease and simplicity.
The Brand does not believe in lecturing people to do what it believes to be right for them. Instead, through its communication, the brand poses relevant questions regarding life and money with intent to provoke people to think about the role money can play in their life and self-realize their needs. The Brand believes when people self-realize their needs they are more committed to taking action towards fulfilling these needs. This interactive video embraces the same brand philosophy of self-realization.
The Interactive film has been conceptualized and implemented by Social Media agency Foxy Moron. The three storylines have been directed by Achyutanand and Sudhanshu of Four Line Films. The social media roll-out is being handled by Mindshare.
Commenting about the film, Achyutanand Dwivedi, Director, Four Line Films shared, “Cinematically, this was a really interesting challenge. Usually we work with scripts which have a single linear story. In this case, we had to work on three parallel stories which the viewer finds captivating and intriguing to interact with, while conveying the message across. It’s the first interactive brand film project we have worked on, and it is really exciting to see brands push the envelope. This kind of work is the ask of the hour.”
Pratik Gupta, Co-Founder – FoxyMoron added, “Everybody stresses about retirement, but not many address retirement as a problem they must address 'now'. Our intent with this campaign was to ensure that all the people who engage with it are able to visually switch between realities and see the possibilities that may ensue. The use of interactive video experience, married with creative tech allowed us to play up this experience on users' timelines seamlessly. Phosphene, our creative technology wing, created an experience (good or bad) by simply holding or releasing a button on the screen. Having built this creative tech from the ground up, we are now confident of the message and its delivery having the right impact on the audience that interacts with it! We're looking forward to the results that the campaign will throw up and taking this first-time-ever tech to multiple other clients.”
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
