ABG x Brut India
Turning corporate purpose into 10 human stories
India could recognise.
Aditya Birla Group wanted Force for Good to move beyond a brand idea.
It had to feel lived.
Not as a corporate message. As real people doing meaningful work across India.
The Outcome
The situation
Purpose can sound distant when it stays at the level of the institution.
Force for Good needed a more human centre.
The campaign had to show how the idea lives through people, communities, and everyday action.
With Brut India as the platform partner, the campaign had to turn ABG's purpose narrative into digital storytelling with scale and emotional credibility.
The challenge
The campaign needed reach, but not at the cost of depth.
Each story had to stand on its own. Each film had to hold attention. Each asset had to work across platforms. And all 10 stories had to return to one message.
10 individuals.
10 stories.
1 message.
What needed
to change
The story had to move from proclamation to participation.
Instead of only saying what Force for Good stands for, the campaign had to show people already living that idea.
Purpose becomes stronger when people can see it in action.
What Impulse
worked on
Impulse helped shape the campaign as a connected story system.
- Story prioritisation matrix to identify high-potential stories
- Narrative structuring for hero films
- Creative supervision across assets
- Short-format content for platform amplification
- A/B testing of assets and creative inputs
- Long and short-format storytelling across platforms
The focus was to keep each story emotionally clear, digitally sharp, and tied to the larger Force for Good narrative.
Real people made the purpose easier to feel.
The campaign spotlighted changemakers from across India, giving Force for Good a human centre instead of leaving it as an institutional message.
The System
Each story had to stand alone while still returning to the same purpose platform.
How the campaign
came together
The campaign spotlighted real changemakers from across India.
The long-format films gave their stories depth. The short-format edits made those stories easier to discover, share, and scale.
Brut India brought the social-first format.
ABG brought the purpose platform.
Impulse helped connect the stories.
The formats carried the stories beyond one campaign burst.
Long and short-format storytelling helped the campaign hold depth while still moving across social platforms with scale.
The impact
The campaign generated 27M+ views across platforms.
It also built positive sentiment around ABG's Force for Good message and earned a feature on Social Samosa.
More importantly, it gave ABG an evergreen digital IP: a storytelling property that could keep the purpose narrative active beyond one campaign burst.
A Force
for Good
For ABG, Force for Good moved from a brand message to a people-led story system.
Real impact.
One purpose, made visible.