A FORCE FOR GOOD
Aditya Birla Group: A Force for Good
Transforming Corporate Purpose into a National Movement
Aditya Birla Group undertook a meaningful shift in its corporate brand narrative, moving from “Big in Your Life” to “A Force for Good.” This was not just a positioning update. It was the articulation of a larger purpose to enrich lives, inspire trust, and create measurable positive change.
The objective of this campaign was to introduce Force for Good to the nation with credibility and scale, in a way that felt human, participative, and rooted in impact.
The Idea
To launch a purpose-led narrative at national scale, ABG partnered with Kaun Banega Crorepati, one of India’s most trusted and widely watched platforms.
In a high-impact integration, every question asked on the show symbolised the education of a child sponsored by Aditya Birla Group. This connection made the campaign tangible and emotionally resonant, turning purpose into a real-world outcome rather than a slogan.
Impulse Digital’s Role
Impulse Digital supported the campaign by strengthening the creative and executional ecosystem across digital and broadcast touchpoints, ensuring the narrative translated seamlessly across platforms while staying consistent and clear.
- Supported the campaign with digital and television-ready creative assets
- Designed cohesive visual communication bridging television, social media, and corporate channels
- Enabled real-time coordination across stakeholders to ensure a smooth rollout
Our focus was precision and consistency at scale.
Impact
The campaign delivered strong national visibility while reinforcing ABG’s purpose-led identity.
TV Reach
4.3 Mn+
Digital Reach
1 Mn+
Brand Recall
Enhanced through purpose-linked storytelling
Perception Shift
From corporate conglomerate to purposeful enabler
This campaign was not built for volume alone. It was built for credibility. By anchoring Force for Good within a trusted cultural platform, ABG introduced its purpose in a way that felt authentic, accessible, and outcome-led.
For Impulse Digital, this work reflects our ability to support high-stakes corporate narratives where scale, sensitivity, and storytelling must coexist.
