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Ad Review: VGC creates the ‘awe’ moment for Aditya Birla Group, again

13-January-2011
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Ad Review: VGC creates the ‘awe’ moment for Aditya Birla Group, again

VGC has created a new campaign for Aditya Birla Group that emphasises its diverse industry existence. The TVC keeps the basic Aditya Birla Group ingredient intact, yet comes out as an absolute innovative campaign. Freshness and feel good factor is all inclusive in it.

Client: Aditya Birla Group
Brand: Aditya Birla Group
Agency: VGC
Medium: Television

The Brief:
Aditya Birla Group’s new campaign, done by Vyas Giannetti Creative (VGC) gives a bird’s eye view of the diverse culture and wide industry presence of Aditya Birla Group. The major areas of work that the campaign talks about are – Aluminum & Copper, Telecom, Financial Services, Specialty Chemicals, Fashion and Fiber, Cement, Carbon Black, Retail, BPO and Mining.

The commercial has the same connection element with the masses as the previous campaigns, but there is a whole lot of novelty to it as well, giving an international outlook as well.

Preeti Vyas, CEO, Vyas Giannetti Creative (VGC), elaborated, “The previous commercials have established the Aditya Birla Group as an Indian multinational of scale and stature. The current commercial, whilst retaining the signature surreal treatment, endeavours to add a further layer of communication about the major business categories the diversified group is present in.”

The Execution:
The TVC has been directed by Daniel Pront, while Vyas Giannetti Creative is the creative agency. The campaign features on television and has been produced by OMG.

The Final Product:
The TVC brings into the picture all the sectors that are covered under the Aditya Birla Group in an absolute colossal manner by naming each of them through different mediums. The background score is a treat for the ears, there is a vast use of graphics in it as well.

Xpert Comments:
Giving his view on the campaign, KV Sridhar, NCD, Leo Burnett, said, “10 on 10 for the execution. Most clients are happy to say that they are into many things, but the point is ‘who cares?’ People are interested in stories not facts. It would have been wonderful if they were to tell charming stories of how they can make a difference to peoples’ lives. And again, full marks to the team for visualising and executing what could have been a boring AV.”

Our Take:
The campaign is informative in a way that it tells about all the work areas of Aditya Birla Group, it’s refreshing for the eyes and absolutely invigorating for the ears with its amazing soundtrack. The ad has a larger than life feel to it, yet retains a strong connect with the masses.

Credits:
Creative agency: Vyas Giannetti Creative
National Creative Director: Preeti Vyas
Creative Director: Siddharth Khandelwal
Production House: OMG
Post Production: Cutting Edge
Director: Daniel Pront
Planning Team: Team VGC
Client Servicing Team: Team VGC
 

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.