The Aditya Birla Group's new corporate campaign titled "Let's reach for the sun" is presented in a high-octane, youthful and energetic fashion evoking the multinational stature of the Group.

Commenting on the campaign, Dr. Pragnya Ram, Group Executive President, Corporate Communications & CSR, Aditya Birla Group, said, "Our Group, under the leadership of our Chairman Mr. Kumar Mangalam Birla, has become a truly global conglomerate. From being present in eight countries, we now operate in 25. The diversity and ethnicity that our Group represents is very large. We needed to capture this aspect. Importantly, we wanted to highlight the fact that despite this diversity – 30 nationalities, we are one Group, one team with one voice, with the stretch aspiration of 'Reaching for the Sun'. This was our brief to the agency."

VIEW THE TVC

The commercial is set amid fantastic imagery conveying the unity of the Group across 25 countries, 30 nationalities and 130,000 people who are working towards one vision.

The multicultural cast is from India, China, Thailand, Europe and the US, and the music is scored by Adelphoi Music, a London-based music and sound design production company. The film backdrops were the exotic locales of Thailand.

The commercial was made by Vyas Giannetti Creative and directed by acclaimed international director Mr. Mathias Zentner.