A Force for Good - BRUT INDIA
Aditya Birla Group × Brut India
Ten Stories. One Purpose.
Humanising corporate purpose through real change. As Force for Good evolved beyond launch moments and live activations, ABG set out to deepen its purpose narrative by bringing real people and real impact to the forefront.
Purpose, made personal and lived
The objective was to move purpose from institution to individual. To show how everyday actions across India embody the idea of being a Force for Good, in a way that felt authentic, contemporary, and culturally relevant.
In partnership with Brut India, ABG spotlighted ten real-life changemakers from across the country. Rather than focusing on scale alone, the campaign focused on depth. Each story showed how purpose lives not just in organisations, but in people.
Stories
10
Platform Partner
Brut India
Campaign Views
27M+
The Idea
The result was a storytelling platform that connected ABG’s corporate philosophy with grassroots action, making Force for Good feel personal, relatable, and lived.
What made it work
- • Real people, real impact, across diverse communities
- • Depth-first storytelling over “scale-only” narratives
- • A cohesive story universe that stayed contemporary and culturally relevant
Impulse Digital’s Role
We played a strategic role in shaping the narrative and execution, ensuring the stories remained impactful, cohesive, and scalable across platforms.
- • Developed a prioritisation matrix to identify and shortlist the most impactful stories
- • Provided creative supervision and narrative structuring for the hero films
- • Designed short-format content optimised for cross-platform amplification and engagement
Impact
The campaign established a long-term digital storytelling property with significant reach and relevance, strengthening ABG’s social storytelling by connecting corporate purpose to real-world action.
Total Views
27M+
Digital IP
Evergreen
Storytelling Shift
Participation
This campaign marked a shift from purpose as proclamation to purpose as participation. By amplifying real voices and lived impact, Force for Good became a shared idea rather than a top-down message.
