Want consumers to self-realise rather than prescribe: Ajay Kakar, CMO, Aditya Birla

Aditya Birla Capital’s latest ad campaign encourages viewers to make health a priority by opting for healthier lifestyle choices with Premium Health Returns insurance scheme

by Noel Dsouza
Published - Feb 25, 2019 8:33 AM Updated: Feb 25, 2019 8:33 AM
Aditya Kakar

Aditya Birla Capital launched its latest TVC on January 21 ‘Game of Choice’. The campaign has a good media mix and has been launched across 45+ television channels and social media platforms. The brand, rather than selling its services, aims at promoting the needs of the consumer.

The campaign sheds light on how the people today tend to neglect their health when faced with the challenge to choose between their life goals and fitness. It encourages viewers to make their health a priority by opting for healthier lifestyle choices with Aditya Birla Capital’s Premium Health Returns insurance scheme. 

The TVC, created by Taproot Dentsu India, showcases three hardworking professionals in a game show format. They are put in a challenging position where the moderator asks them to choose between their health and success. The ad film wants people to realise that if they want both health and success, why aren’t they prioritising health at all? 

Speaking about the TVC, Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital, said: “Would you rather choose health without success or success without health? The answer isn’t that simple. Because when presented with this difficult choice, we realise that no amount of success is worthwhile without the good health needed to enjoy it. With this ad campaign, we intend to provoke people into questioning their priorities and encourage them to choose health as a priority life goal, one that is equally important as their career aspirations.”

Kakar spoke to exchange4media about the latest TVC and the brand. Below are edited excerpts:

The Insight
“Indians today are aspiring and ambitious. We want to do everything to chase our dreams and make it a reality. The insight comes from the fact that in today’s world you have relatively younger people who have achieved or who are on the path of achieving their goals but they are achieving their ambitions at a cost, and the cost is their health. The question that we want to put forth to the viewers is:  Is the cost really worth the achievement?” asked Kakar.

Aditya Birla’s Target Audience
Speaking about the target audience, Kakar said, “The fact is that I believe you don’t have to show your target audience in an ad film to speak to your target audience. If you have to share a story, the story has to strike a chord and then the viewer will make parallels to their own life. This ad talks to anyone and everyone. It could be talking to someone at the age of 56 or 25 or in between. It is meant for anyone who is driven by success, by work, by ambition and doesn’t have a moment to think: ‘Am I taking care of my health?’”

Media Mix
“TV is definitely the lead medium. Social media can create huge conversations, discussions and self-advice groups who have open-ended questions. We have looked at the entire gamut of news channels, business channels, GECs, movies, and Digital medium in the likes of YouTube and Facebook. Regional languages are also included in this mix. We have included Hindi, Marathi, Tamil, Telugu, Kannada, and Bengali for our brand,” Kakar said.

Being different
“Today, we are the only company in the Indian financial services industry which: 1. Has chosen to represent the entire category of money 2. Operates one common brand - Aditya Birla category  3. Can meet the consumers’ need throughout their lifetime. If we look at a combination of these three, there is not a single Indian financial services brand that you can think of.” 

Brand’s evolution under one umbrella
“When we started off at the end of 2017, we were one among the many financial service brands offered by a non-financial services conglomerate and we were all seen in one kind of league. Today, we track ourselves on a monthly basis, on the parameters of money, protecting, investing, financing and advising. Because that is the category we have defined and want to represent. We are delighted that today we are in the leagues of like-minded brands and banks.”

Future plans for Aditya Birla
“Aditya Birla will be continuously investing rather than spending. We will be continuously trying to provoke consumers to self-realise rather than prescribing or preaching. We will continue to send across simple messages which make the consumers think for themselves and make them realise that they need to take action,” Kakar concluded.

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