ADITYA BIRLA GROUP - FOURS FOR GOOD
Aditya Birla Group: Fours for Good
Turning Sporting Moments into Real Futures
Following the national introduction of Force for Good, Aditya Birla Group sought to deepen public participation by translating everyday moments of joy into meaningful social impact.
Cricket, with its unmatched emotional pull in India, offered the ideal platform. The objective of this campaign was to extend ABG’s purpose into a live sporting environment where impact could be created in real time and felt immediately.
The Idea
Launched during the Border Gavaskar Trophy, Fours for Good was a simple yet powerful idea rooted in action.
Every four scored on the field translated into a real-world outcome. A child receiving professional cricket training at the Rahul Dravid Academy.
By linking an in-game moment to a tangible future opportunity, the campaign turned spectator excitement into collective participation, reinforcing Force for Good as a purpose that moves with the nation.
Impulse Digital’s Role
Impulse Digital took end-to-end creative and technical ownership of the campaign, ensuring the idea translated seamlessly across platforms while remaining measurable and scalable.
- Led the creative and technical execution of the campaign
- Designed and managed the microsite for registrations and campaign tracking
- Developed digital and television assets including banners, L-bands, and short-format videos
- Continuously optimised performance using engagement analytics and real-time monitoring
Our role focused on precision execution while maintaining the integrity of the core idea.
Impact
The campaign successfully converted live sporting moments into lasting opportunity.
200+ children received free professional cricket training
8.1 million+ audience impressions across digital platforms
Strengthened ABG’s association with India’s most loved sport
Reinforced the Force for Good purpose through visible, measurable action
Fours for Good demonstrated how purpose can be activated at scale without losing simplicity or authenticity. By embedding impact directly into a live sporting context, the campaign allowed audiences to feel part of the outcome, not just the message.
For Impulse Digital, this campaign reflects our strength in translating purpose-led ideas into structured, performance-driven executions that work across high-pressure, real-time environments.
