Aditya Birla Finance (ABFL) has launched an integrated campaign for Udyog Plus, billed as a one-stop digital platform that caters to the needs of micro, small and medium enterprises (MSMEs) in India.
The campaign has been conceptualised by Dentsu Creative India.
The campaign ‘Tareeka Badlo, Business Badlega’ aims to position Udyog Plus as an innovative solution that enables MSMEs to avail working capital loans, merchant loans and business loans without paperwork.
The film showcases the stories of individuals engaged in small businesses like a garment shop owner, a woman who runs a laptop repair centre and a car mechanic. It captures their aspirations to grow their businesses into something bigger – an aspiration that keeps growing. The film shows Udyog Plus supporting them in this journey. The film also explains that customers can access multiple services on the single platform.
The campaign is live on digital and social media, print and television.
Darshana Shah, Head – Marketing and Customer Experience, Aditya Birla Capital, said, “The campaign serves to inspire countless entrepreneurs to change their approach to business and embark on a digital journey through the Udyog Plus platform. Hence, the tagline ‘Tareeka Badlo, Business Badlega’. Every small step towards progress is a giant leap for these individuals, and our campaign is a testament to their unwavering spirit and determination.”
Udyog Plus can be accessed through the financing section of the Aditya Birla Capital website by both existing and new ABPL customers. It offers business loans of up to Rs 10 lakh to MSMEs through a completely digital journey. The platform also provides a host of other services such as insurance, investment, accounting, taxation and value-added services to help MSMEs manage and grow their businesses, informed an official statement.
Ajeet Shukla, Group Executive Creative Director – West, Dentsu Creative India, said, “There are very few opportunities where you get to uplift the true potential of Real India and ‘Udyog Plus’ initiative is one of them. The brief clearly called out to capture the MSME emotions when it comes to the impact that a holistic finance and business solutions partner makes on their success and our film does that very well. The product too stands by what this sector really needs. The creative proposition ‘Tareeka Badlo, Business Badlega’ sends out a strong message to India’s MSME sector that business loans and other solutions are not only easy but also just two minutes away.”
Credits
Brand: Aditya Birla Capital
Business: Aditya Birla Finance Limited
Head – Marketing and Customer Experience, Aditya Birla Capital: Darshana Shah
Marketing Head, Aditya Birla Finance Limited: Ranabir Bose
Brand Head, Aditya Birla Capital: Mahadev Srivatsa
Chief Manager Marketing, Aditya Birla Capital: Naman Shrivastava
Agency: Dentsu Creative India
Chief Executive Officer: Amit Wadhwa
Chief Strategy Officer: Sumeer Mathur
Chief Creative Officer (West & South): Surjo Dutt
President (West & South): Indrajeet Mookerjee
Group Executive Creative Director (West): Ajeet Shukla
Executive Creative Director: Giamaria Fernandes
Senior Account Director: Hemant Joshi
Brand Strategy Director: Chinmay Karandikar
Brand Strategy Manager: Gurkiran Shahi
Creative Director: Rutul Mistry
Group Head – Copy: Mitesh Mahadik
Art Director: Niraj Sahani
Production house: DLB Production
Producer: Depak Bhosale
Director (film): Mayur Goel
Feedback: [email protected]
