Aditya Birla Capital is the common brand used by financial services subsidiaries of Aditya Birla Capital Limited (ABCL). During these unprecedented COVID times, social media initiatives were undertaken by the brand to connect with people to help them with their two biggest worries – health and financial wellbeing. The campaigns had two vital spokes #MoneyforLife and #HealthfromHome. Collectively through both these initiatives, the brand Aditya Birla Capital reached over 52 million people within the first quarter of FY 20-21. The campaigns saw over 100 Facebook Live sessions garnering close to 11.1 million engagements including video views.
As the nationwide Covid-19 lockdown started, social life took a backseat affecting physical and mental well-being of people all over. Even though working from home made life easier, it also had adverse effects on people’s mental, physical and emotional health. Dwindling markets, decline in businesses and job losses made people wary about their wealth. In this regard, with a purpose to influence people and to help them focus on maintaining a healthier life while managing their money better, the brand started an initiative under the aegis #MoneyForLife and #Healthfromhome. The campaigns were based on one of the most important pillars of the brand – Advise, which underlines the brand’s behavior across all the solutions offered by ABCL’s subsidiaries.
#MoneyForLife was aimed at motivating people to live life without any financial stress by managing their money better. People tuned to the virtual platforms like Facebook live, podcasts etc. to seek advice on how they could manage their finances with ease and simplicity with the help of an expert. Appointments were made available to the larger audience wherein they could consult wealth managers who were experts in this domain and could offer useful advice. High engagement testified that the campaign was liked by customers and prospects alike.
On the other hand, #Healthfromhome a Facebook live series included yoga, home workouts, healthy nutritional cooking and doctor Q&A sessions by several health experts and enthusiasts. The sessions were aimed at improving mental, physical and emotional health and well-being of people to combat stress and sustain a healthy life whilst at home.
Facebook acknowledged the Money Advice campaign, which was supported by FB Lives by Advisors of ABCL’s subsidiaries, and considered it for a case study, for using the platform to drive exemplary results. Facebook also bestowed the Hall of Fame recognition to the #Healthfromhome campaign for engaging with millions.
Mr. Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital Limited said, “COVID-19 has brought health and wealth to the fore as two key concerns and needs of every Indian. Aditya Birla Capital Limited, the Financial Services group that offers solutions through its subsidiaries for both health and wealth under one brand, considered this time to reach out to people with relevant information and expert advice, without any direct sales pitch. We realized that during such conditions people feel uncertain and directionless especially with their health and finances – this guided us to choose the social media platform to reach out to as many people as we could and stand by them. We took this opportunity to live up to our purpose of enabling every individual to live the life they truly desire, through money solutions that are easy to understand and implement.”
These campaigns helped the brand Aditya Birla Capital to touch many lives while helping and supporting many to navigate through their health and wealth worries during the pandemic.