Aditya Birla Capital CMO emphasizes digital-first, humor, and in-house content

Aditya Birla Capital (ABC) has been innovating in its advertising approach within the BFSI sector, moving beyond traditional mediums like print and television. Instead, they are exploring new technologies such as CGI and anamorphic ads. In February 2024, Aditya Birla Finance, a subsidiary of ABC, collaborated with Platinum Outdoor to create an immersive experience using CGI and anamorphic techniques, blending cricket themes with iconic locations in Mumbai and Bengaluru.

Due to the risks and regulatory constraints associated with influencers, ABC has minimized its reliance on them. Instead, the focus has shifted towards developing more in-house content. The company is also increasing its investment in Connected TV (CTV) to engage with cord-cutters and cord-shavers.

In an interview, Darshana Shah, CMO of Aditya Birla Capital, outlined the company’s media and advertising strategy. She emphasized that their communication efforts primarily aim at enhancing the equity of the Aditya Birla Capital brand. Their strategy involves increasing visibility across various channels to drive conversions, while also addressing fraud awareness as a regulatory requirement.

Shah highlighted the importance of a diversified media mix that caters to evolving consumer behavior, with a strong emphasis on digital-first approaches. Connected TV plays a pivotal role in their campaigns, reflecting the significant audience segment that prefers digital media.

Regarding influencer marketing, Shah noted that while they engage influencers from other domains, caution is exercised within the BFSI sector due to authenticity concerns and regulatory considerations. ABC prefers creating content internally to leverage its expertise and maintain credibility, especially through micro-influencers who know its products.

In terms of technological adoption, ABC views CGI and anamorphic ads as avenues to appeal to younger demographics and enhance engagement through digital and interactive outdoor media. Despite the challenges, they remain committed to embracing new technologies to innovate their marketing strategies.

Women consumers are a significant demographic for ABC, constituting 30% of their customer base. They have tailored strategies to effectively connect with women, particularly in sectors like health and life insurance, where women often play crucial roles in household decision-making.

Humor has been strategically incorporated into their campaigns, balancing the seriousness of financial services with engaging content suitable for digital platforms. ABC believes humor can effectively convey messages without trivializing its core offerings.

Regarding their choice of brand ambassadors, ABC selected KL Rahul for their financial services campaign due to his authentic journey, which resonates with their brand narrative of transforming financial stories (“Ab Kahaani Badlegi”). His personal and professional growth aligns well with their message.

Finally, ABC recognizes the importance of communicating in regional languages to reach a diverse audience across India, especially in tier 2 and tier 3 cities. They utilize up to twenty regional languages in their communications and collaborate with local content creators to ensure a better understanding of complex financial services.