Aditya Birla Capital’s ‘Ab Kahani Badlegi’ campaign clinches gold at e4m IDMA 2024

The exchange4media Group hosted the 15th edition of the Indian Digital Marketing Awards (IDMA) on July 19 at a star-studded award ceremony in Mumbai. The awards recognised and celebrated brands and agencies for their excellence, innovation and creativity in curating insightful and impressive campaigns in the digital media ecosystem. At the awards night, Aditya Birla Capital won gold for its impressive campaign named ‘Ab Kahani Badlegi’. The brand won the gold metal for this campaign under the ‘Best Digital OOH Campaign’ category. The campaign was conceptualised by Platinum communication, a division of Madison World.

This year, the e4m IDMA 2024 jury was chaired by Suresh Narayanan- Chairman & Managing Director, Nestlé India.

Aditya Birla Finance is a well-known financial services company in India, offering a range of financial solutions including loans, wealth management, and insurance products. The campaign titled 'Ab Kahani Badlegi' talks about cricketer KL Rahul’s life journey with its ups and downs. As someone who has faced challenges and triumphed on the cricket field, this partnership goes beyond endorsing a product. It is about championing the idea that everyone, regardless of their background, deserves the opportunity to script their own success story.

The campaign aimed to inspire individuals to take charge of their financial destinies and showcase how Aditya Birla Finance enables millions of Indians to rewrite their life story and achieve their goals, fulfill aspirations, and overcome challenges with our Easy Loan solutions which include Personal Loans, Business Loans, SME Loans, Loan Against Property and more.

The campaign witnessed a thunderous response and drove 2 lakh unique visitors to the Aditya Birla Finance Ltd website with a conversion of 10% i.e. 20,000 leads, resulting in high loan disbursement value. The campaign delivered 192 Mn impressions at a frequency of 9 reaching 20 Mn of ABFL audiences through more than 1.2 L sq ft brand visibility across 200+ media units in 12 cities.

The winners of the Indian Digital Marketing Awards 2024 were selected from across eight prime categories - Web, Mobile and Tablets, Social Media, Search and PPC campaigns, For Small Medium Business, For Start-Ups, Hall Of Fame Awards and Special Awards.