BRAND : Aditya Birla Group - Taking India to the world

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BRAND : Aditya Birla Group
BASELINE : Taking India to the world

DESCRIPTION: An employee is talking about working, expanding within Aditya Birla Group. He says, “I loved my job, I was immersed in aluminium for years, from prices to products. It’s time for a new challenge, to move on, not from the group, just the sector. From aluminium to insurance, I am immersed again. I love my job.” The V.O. says, “The Aditya Birla Group, The Best Employer in India, 2007.” The ad ends with Vande Matram. 4Ps TAKE: In this age of employee satisfaction and talent retention, the Aditya Birla Group is communicating via its employees – its human capital. We get the point - employers can be the best brand ambassadors! The single-minded focus is to flaunt their recent achievement: bagging Best Employer tag in India. The power idea is to talk about the group’s varied interests (from aluminium to insurance). This ad also conveys the flexibility an employer can have within the group, moving from one sector to the other. And finally, comes the clinching benefit: this is an Indian brand – but one that’s going all around the world.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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