Aditya Birla Finance Ltd. (ABFL) generated heightened awareness and consideration among prospective customers using a comprehensive Out-of-Home (OOH) campaign in collaboration with Platinum Outdoor, a unit of Madison World. A strategic media mix helped this campaign capture the attention of audiences across 12 cities.
One of the leading well-diversified non-banking financial services’ firms in India, Aditya Birla Finance Ltd. (ABFL), is a subsidiary of Aditya Birla Capital Ltd. Through its lending, finance and wealth management services, ABFL provides end-to-end solutions to a diverse range of customers.
Darshana Shah, Chief Marketing Officer at Aditya Birla Capital Ltd. commented, “We are excited to present a new-age marketing buzz to our new-age digital consumers. A key element of the campaign was an immersive CGI and Anamorphic experience that seamlessly weaved the spirit of cricket, represented by KL Rahul, incorporating the iconic locations of Mumbai and Bengaluru. Such an innovation encourages engagement among audiences across India, who keep craving new and quirky formats for content.”
The content story of the ABFL ‘Ab Kahani Badlegi‘ campaign beautifully depicted the several types of financial loans the company offers, including personal loans, business loans and loans against property. The anamorphic storytelling opens with the cricket shot of KL Rahul and then the ball spinning around, evoking the game’s dynamics with ABFL’s dynamic service offerings. Also included in the campaign, was an immersive CGI experience that seamlessly weaved the spirit of cricket, represented by KL Rahul with the spirit of Mumbai, incorporating the iconic CST (Chhatrapati Shivaji Terminus) station.
Dipankar Sanyal, CEO, Platinum Outdoor & MRP also commented, “It has been an extremely rewarding experience to be able to strategize and execute Aditya Birla Finance Limited’s outdoor campaign on such a grand scale, especially since the outdoor environment today is constantly evolving. Certainly, the campaign has been a great success.”
Teams at Aditya Birla Capital Ltd. and Platinum Outdoor strategically placed media units on high traffic arterial roads, junctions, and residential enroute areas, as well as branch locations, to ensure maximum visibility and impact. From busy urban hubs to travel gateways, the brand’s message reached consumers through extensive use of billboards, BQS and DOOH (Digital Out-of-Home).
Platinum Outdoor is a part of Madison World, India’s largest homegrown communication agency established in 1988, that operates several brands in OOH including MOMS, Activation specialist – Madison TURNT, Rural specialist – Anugrah Madison and Retail Specialist – MRP.
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