Communication Strategy is integral to overall business plan

1. ADITYA BIRLA GROUPADITYA BIRLA GROUP
Communication StrategyCommunication Strategy

2. ObjectivesObjectives
 To show the Indianess of the brand. the brand isTo show the Indianess of the brand. the brand is
proud to be Indian.proud to be Indian.
 To reach the key decision making audience.To reach the key decision making audience.
 To emphasize the fact that it is one of a kindTo emphasize the fact that it is one of a kind
Indian MNC.Indian MNC.
 To show how its operations in various countriesTo show how its operations in various countries
integrated and how all of them come togetherintegrated and how all of them come together
and form the Aditya Birla Groupand form the Aditya Birla Group

3. The adThe ad
 The 60 second commercial reflectsThe 60 second commercial reflects
the melting point of eastern andthe melting point of eastern and
western cultures, setting paradigmswestern cultures, setting paradigms
that meet exacting internationalthat meet exacting international
standards to create the uniquestandards to create the unique
positioning of the Aditya Birlapositioning of the Aditya Birla
group.group.
 It shows a young Indian man as theIt shows a young Indian man as the
face of the group. he leaps andface of the group. he leaps and
bounds across continents, defyingbounds across continents, defying
gravity, carrying the Aditya Birlagravity, carrying the Aditya Birla
flag, creating a foothold for himselfflag, creating a foothold for himself
every step of the way.every step of the way.

4. The ad messageThe ad message
 Is one of its kind Indian multinationalIs one of its kind Indian multinational
(even through its music).(even through its music).
 It portrays Aditya Birla Group as aIt portrays Aditya Birla Group as a
premier global entity (its presence inpremier global entity (its presence in
various countries and continents)various countries and continents)
 The group which competes with the bestThe group which competes with the best
organisations worldwide.organisations worldwide.

5.  Its shows how people from different parts of theIts shows how people from different parts of the
world working for the Aditya Birla group comeworld working for the Aditya Birla group come
together to give strength to the overall brandtogether to give strength to the overall brand
(e.g. The man from Egypt on the sand dunes(e.g. The man from Egypt on the sand dunes
and the lady from china who plays with fire.)and the lady from china who plays with fire.)
 The final note “taking India to the world” againThe final note “taking India to the world” again
talks how the company is proud of being Indiantalks how the company is proud of being Indian
and progresses with the country.and progresses with the country.

6.  Its shows how people from different parts of theIts shows how people from different parts of the
world working for the Aditya Birla group comeworld working for the Aditya Birla group come
together to give strength to the overall brandtogether to give strength to the overall brand
(e.g. The man from Egypt on the sand dunes(e.g. The man from Egypt on the sand dunes
and the lady from china who plays with fire.)and the lady from china who plays with fire.)
 The final note “taking India to the world” againThe final note “taking India to the world” again
talks how the company is proud of being Indiantalks how the company is proud of being Indian
and progresses with the country.and progresses with the country.