ABG x KBC
Introducing a new purpose through a moment
India already trusted.
Aditya Birla Group was moving from "Big in Your Life" to "A Force for Good."
That shift needed more than a new line.
It needed a moment people could understand quickly, believe instinctively, and remember after the campaign had passed.
The Outcome
The situation
A purpose narrative can sound distant when it stays inside brand language.
For ABG, the task was to introduce A Force for Good to the nation with credibility, scale, and emotional clarity.
The campaign could not feel like a corporate announcement.
The challenge
It had to feel human. It had to feel participative. It had to show impact without needing a long explanation.
One question.
One child's education.
One purpose made visible.
What needed
to change
The campaign used KBC's question format to create a direct emotional connection.
Every question on the show became more than part of the game. It stood for the education of a child.
A question could lead to knowledge.
Knowledge could lead to opportunity.
And ABG's purpose could be seen through that chain.
What Impulse
worked on
Impulse supported the campaign by strengthening the creative and executional ecosystem around the launch.
- Digital and television-ready creative assets
- Visual communication across television, social media, and corporate channels
- Real-time coordination across stakeholders for rollout
- Consistent translation of the Force for Good narrative across touchpoints
The goal was to keep the idea clear at scale.
Not louder.
Clearer.
KBC made the purpose easier to understand in one viewing moment.
People already understand the value of a question on that stage. By connecting that format to a child's education, the campaign made ABG's purpose feel less abstract.
The System
The campaign had to make a purpose shift feel clear across television, digital, social, and corporate channels.
The role of
the platform
KBC gave the campaign a powerful cultural setting.
People already understand the value of a question on that stage. It carries curiosity, ambition, knowledge, and possibility.
By connecting that format to a child's education, the campaign made ABG's purpose feel less abstract.
The impact
The campaign delivered strong national visibility while reinforcing ABG's purpose-led identity.
4.3 Mn+ TV reach. 1 Mn+ digital reach. Brand recall enhanced through purpose-linked storytelling.
The numbers mattered because the campaign was not built for reach alone.
Reach helped the message travel.
The idea helped it stay.
What this
made possible
When a large organisation introduces a new purpose, the hardest part is not saying it.
The hardest part is making people believe it.
For Aditya Birla Group, A Force for Good became easier to understand because it was tied to something real: education.
And it was carried through something familiar: a question on KBC.
A Force
for Good
A brand shift became something people could understand, believe, and remember.
A simple connection
people could remember.