The Aditya Birla Group has unveiled its new brand positioning, A Force for Good. This new identity reflects the Group’s commitment to enhancing lives globally and signifies a strategic shift towards a more impactful and socially responsible approach.
The Group’s previous branding campaigns, Taking India to the World and Big in Your Life, showcased its growth from a prominent Indian business to a global conglomerate. Now, with A Force for Good, the Aditya Birla Group aims to underscore its role in driving positive change across various sectors.
The new brand positioning is deeply rooted in the Group’s purpose and showcases the longitudinal impact of the Group across diverse businesses. It also signals the Group’s long-term strategic intent to use its scale, resources, and leadership to amplify and create disproportionately better outcomes for all stakeholders – including employees, consumers, partners, investors, and society at large.
Partnership with Kaun Banega Crorepati
In a move to highlight this new ethos, the Aditya Birla Group made a groundbreaking announcement during the current season of the quiz show, Kaun Banega Crorepati.
For every question asked on the show this season, the Group will provide educational support to one child, regardless of whether the question is answered correctly or incorrectly. This initiative exemplifies the Group’s commitment to social responsibility and its mission to make a meaningful impact.
Look back at Aditya Birla Group’s brand evolution
The Aditya Birla Group’s brand evolution reflects its journey from a collection of individual businesses to a unified global entity. Initially, each of its businesses operated under separate brand identities, focusing on quality and trust within their sectors.
As the Group expanded internationally in the early 2000s, it introduced the Taking India to the World positioning, highlighting its role in showcasing Indian business prowess on the global stage.
The Big in Your Life campaign, launched in 2016, marked the Group’s entry into B2C sectors and illustrated how its diverse products and services influence various aspects of consumers’ lives.
Now, with A Force for Good, the Aditya Birla Group is embracing its next chapter, aligning with evolving stakeholder expectations and reinforcing its commitment to corporate responsibility. This latest positioning reflects a strategic adaptation to a more socially conscious business environment and a dedication to creating positive change.
The Aditya Birla Group’s brand evolution underscores a legacy of growth, adaptation, and a steadfast commitment to making a meaningful impact on society.
