Aditya Birla Capital launches interactive campaign
The film has been conceptualised and implemented by Foxy Moron and its social media roll-out is being handled by Mindshare
What if a brand could tell different stories from different perspectives at the same time, and allow consumers to choose the story they relate to better, and make a product choice accordingly?
Aditya Birla Capital has done just that.
In the first interactive social media campaign of its kind, the Aditya Birla Capital brand allows the viewers to interact with two different futures simultaneously, enabling them to choose for themselves the future they most relate to, and plan it accordingly.
The new Facebook campaign uses creative tech to enable people to interact with two different futures, with the belief that once people engage with them they will actively choose one of the two and the experience will provoke them to start planning for their future.
Speaking about the campaign Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital, said, “Story-telling is the oldest and arguably the most popular way for brands to engage with their consumers by weaving a product proposition into the story. However, a story told through a 60 sec commercial is always one-sided, and can get extremely prescriptive, leaving no room in the narration for an alternate view. Therefore, advertising commercials often feel unauthentic. As a brand we do not want to ever push a product or a point of view to our customers. We want to share all perspectives on life and money with our customers so that they can make an informed decision for what’s right for them and their family. Therefore, this interactive video is not just innovation for the sake of innovation; it is an innovative opportunity for us to be able to walk the talk.”
The Interactive film has been conceptualized and implemented by social media agency Foxy Moron. The three storylines have been directed by Achyutanand Dwivedi and Sudhanshu of Four Line Films. The social media roll-out is being handled by Mindshare.
Dwivedi, Director, Four Line Films, shared, “Cinematically, this was a really interesting challenge. Usually we work with scripts which have a single linear story. In this case, we had to work on three parallel stories which the viewer finds captivating and intriguing to interact with, while conveying the message across. It’s the first interactive brand film project we have worked on, and it is really exciting to see brands push the envelope.”
Pratik Gupta, Co-Founder – FoxyMoron, added, “Everybody stresses about retirement, but not many address retirement as a problem they must address ‘now’. Our intent with this campaign was to ensure that all the people who engage with it are able to visually switch between realities and see the possibilities that may ensue. The use of interactive video experience, married with creative tech allowed us to play up this experience on users’ timelines seamlessly. Phosphene, our creative technology wing, created an experience (good or bad) by simply holding or releasing a button on the screen. Having built this creative tech from the ground up, we are now confident of the message and its delivery having the right impact on the audience that interacts with it! We’re looking forward to the results that the campaign will throw up and taking this first-time-ever tech to multiple other clients.”
