Aditya Birla Capital: Waterfall Targeting Model – How video story-telling and Data Intelligence came together

Aditya Birla Capital, a financial service provider, built an emotional relationship with its target in India by launching a series of 60-second Facebook ads.

Campaign Details

Advertiser/Brand: Aditya Birla CapitalLead Agency: Mindshare IndiaRegion: APAC

Strategy

Objective

BFSI data showed that 95% of Indians did not use financial services effectively, due to lack of understanding and trust that the category had developed over decades of complexities and mis-selling.

In a pioneering move, all Financial Companies of Aditya Birla Group consolidated as one brand – Aditya Birla Capital (ABC), to offer all solutions under one relationship and a single platform.

The brand was launched in November 2017 with a high-decibel campaign across all mediums reaching over 220 million Indians.

In early...

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