Our founding fathers envisioned business as an agent of positive change. This foundational philosophy has guided us across generations and business cycles. Every decade and every business cycle posed new questions. And we have demonstrated the resilience of our purpose time and again.

As we grew and diversified, Aditya Birla Group emerged as a beacon of Indian industry on the global stage. Our first positioning line, 'Taking India to the World,' was crafted at a time when we were still at the early stages of our brand journey. Though some of our businesses had been established for decades, they were still not united under a single corporate brand. This positioning was a proud declaration that we were not just an Indian company. We were a global force.

As the years passed, our Group continued to expand, and our workforce grew younger and more dynamic. This period of exponential growth also saw us sharpen our B2C focus, in addition to our strong B2B businesses. This evolution was captured in our next positioning line, 'Big in your Life.' The 'Big in your Life' campaigns showcased our scale and demonstrated the value we add to people's lives. Whether it was the fabrics in our clothing, the cement in our homes, or the financial services that secure our futures, Aditya Birla Group became an integral part of everyday life.

As we now step in to our next phase of growth accelerating our impact on multiple dimensions, it was time to again refresh this brand positioning statement, reinforcing the need to be grounded in our purpose, which is: 'To enrich lives by building dynamic and responsible businesses and institutions that inspire trust.

This positioning encourages us to widen the aperture and think even more expansively about the impact we can create. It energizes us to use our scale, resources, and leadership to amplify and create disproportionately better outcomes for all our stakeholders—employees, consumers, partners, investors, and the society at large

To explore the creative exploration of this statement we worked with the best minds globally and this campaign is the outcome of that collaboration. The campaign takes a layered storytelling approach, weaving together the diverse facets of our businesses into a cohesive narrative. The manifesto of the film is particularly powerful, reflecting our journey from the early days of independence to our current status as a global leader and our vision for the future.