Aditya Birla Group announced its new brand positioning – ‘A Force for Good’. Reportedly, the brand’s positioning statement before this was ‘Taking India to the World’ and ‘Big in your Life’.
In a message from the chairman, the Aditya Birla Group honors the vision of its founders, who believed that business should be a force for good. The chairman stressed that this core belief has guided the group’s growth, as it has broadened its global reach and diversified its operations.
The announcement of this change was made during the latest season of ‘Kaun Banega Crorepati’, a reality TV show, where the host also announced the company’s new initiative of providing education to children.
“Our first positioning line, ‘Taking India to the World,’ was crafted at a time when we were still at the early stages of our brand journey. ‘Big in your Life’ campaigns showcased our scale and demonstrated the value we add to people’s lives. Whether it was the fabrics in our clothing, the cement in our homes, or the financial services that secure our futures, Aditya Birla Group became an integral part of everyday life. I have always believed that the stronger we grow, the greater the impact we create and the more we inspire to become a force for good. This is, therefore, not a tagline. To me, a force for good, is an ode to Aditya Birla Group.” Kumar Mangalam Birla, chairman, Aditya Birla Group, said.
From what is understood, the announcement was shared through a video on YouTube.