Aditya Birla Group introduces new brand positioning 'A Force for Good'

The Aditya Birla Group has significantly influenced millions globally. The Group is now enhancing its vision with a fresh brand positioning: "Aditya Birla Group: A Force for Good." This new positioning is  connected to the Group's core mission at a deeper level, highlighting its enduring influence across various industries. It also underscores the Group's strategic goal to leverage its scale, resources, and leadership to create exceptional outcomes for all stakeholders—employees, consumers, partners, investors, and society.

This change has been announced by the Aditya Birla Group during the current season of Kaun Banega Crorepati (KBC). As part of this new positioning, the Group launched an unprecedented initiative during KBC: for every question asked on the show this season, the Group will provide education to one child, regardless of whether the answer is correct or not.

In 2016, the Group launched the "Big in Your Life" campaign, marking the next major phase in its brand evolution. This campaign reflected the Group's expansion into B2C sectors. The campaign showcased via series of ingenious ads, how the Group's diversified products and services touch numerous aspects of consumers' lives, from clothing to housing.

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