This Diwali Aditya Birla Group urges Millennials to #BlurTheBoundaries

This Diwali, Aditya Birla Group urges millennials to celebrate inclusivity and #BlurTheBoundaries. Conceptualized & executed by Tonic Worldwide, Aditya Birla Group’s latest Diwali campaign tells an insightful story of celebration and inclusion in a unique way through Facebook Thumbstoppers. 

The campaign features a young student studying abroad reminiscing about Diwali back home and how at the same time, his classmates from other nationalities dressed in Indian attire, join to celebrate Diwali with him, as a family. The theme of inclusion and encompassing all was brought keeping in mind Aditya Birla Group’s lineage, present in more than 34 countries, which employs people from over 42 nationalities across the globe. Their commitment to diversity & inclusion has proven benefits that go beyond performance results and truly help #BlurTheBoundaries. 

Sudish Balan, Chief Business Officer, Tonic Worldwide, said, “Aditya Birla Group’s passion for inclusivity and their global prowess helped us conceptualize this campaign for them this Diwali. And to showcase it, what better than Thumbstoppers, which itself is a change from regular Diwali Films.”

Aditya Birla Group also becomes one of the first brands to embrace the powerful offerings of the Facebook Thumbstoppers initiative, which seeks to promote short-form creativity.


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