Fours for Good
Turning a boundary into a better future
for a child.
In India, a four is not just a shot.
It is a sound from the living room. A cheer from the stand. A moment people feel together.
Aditya Birla Group took that shared cricketing joy and gave it a deeper meaning.
The Outcome
The situation
After the national introduction of Force for Good, ABG wanted to deepen public participation around the idea.
The purpose had already been stated. Now it needed to move.
Cricket offered the right cultural stage because few things in India create emotion at this scale, this quickly, and this collectively.
The challenge
The opportunity was to take a moment fans already cared about and connect it to visible impact.
Every four scored.
A child trained.
Simple enough to understand instantly. Strong enough to travel across platforms. Emotional enough to make the audience feel included.
What needed
to change
Fours for Good turned spectator excitement into collective participation.
People were no longer only watching the match. They were watching impact build in real time.
A live sporting moment became a way for people to feel part of something larger.
What Impulse
worked on
Impulse Digital shaped the creative and technical system behind the campaign, ensuring the idea could move across television, digital, and registration-led channels without losing its simplicity.
- Creative and technical execution of the campaign
- Microsite design and management for registrations and tracking
- Digital and television assets, including banners, L-bands, and short-format videos
- Performance optimisation through engagement analytics and real-time monitoring
The job was to keep the idea clean while making the execution strong enough for a high-pressure live environment.
The idea was clear enough to travel through social attention.
The campaign used short-format videos and digital assets to keep the live match idea easy to understand outside the match environment too.
The System
The idea had to work inside a live sporting environment with clarity, speed, and measurement across every touchpoint.
The role of
cricket
Cricket gave the campaign its emotional charge.
A boundary already carries energy. The crowd reacts. The screen changes. The country pays attention.
Fours for Good added one more layer to that moment.
A four now stood for a child getting access to professional training.
Influence helped the idea move beyond broadcast.
The campaign travelled through short-format social content while keeping the core action intact: every boundary made every four count.
The impact
The campaign converted live sporting moments into lasting opportunity.
200+ children received free professional cricket training. 8.1M+ audience impressions travelled across digital platforms.
The numbers matter because they show both sides of the campaign: reach at scale and impact on the ground.
The promise showed up on the field.
The campaign linked the energy of the Border-Gavaskar Trophy to access: children receiving professional cricket training at the Rahul Dravid Academy.
What this
made possible
Purpose becomes stronger when people can participate in it.
Fours for Good gave ABG a simple way to make that happen.
Every boundary carried excitement for fans.
Every boundary also carried possibility for a child.
The campaign ended where the idea said it would.
The training-day visuals made the promise tangible: a cricketing moment converted into access, coaching, and opportunity.
Every Four
Counted
Fours for Good did not ask people to admire a purpose statement.
the purpose unfold,
four runs at a time.