Campaigns
Aditya Birla Sun Life Mutual Funds’ customer centric OOH Campaign
This campaign is executed by Interspace Communications

The financial sector, often perceived as a text-heavy and conventional category, presents unique challenges when it comes to standing out. With numerous campaigns running simultaneously and a plethora of disclaimers in play, creating a distinct identity in this space can be a daunting task.
For the launch of its Conglomerate Fund, Aditya Birla Sun Life Mutual Fund (ABSLMF) sought to break through this clutter with a campaign that placed the customer at its center. Executed by Interspace Communications, the result was the “Believer of India” campaign, anchored in the idea that “It All Starts with YOU.” This concept aimed to spotlight how everyday investors play a crucial role in driving the growth of India’s most iconic businesses.
The campaign was designed to deliver its message across multiple touchpoints, blending creativity and technology to create a unified and engaging experience. To capture attention in outdoor spaces, the campaign employed creative executions such as mirrored bus shelters. These installations allowed passersby to see their reflections, reinforcing the idea that they are key contributors to India’s growth. Similarly, infinity mirror billboards carried the tagline “It all begins with you,” symbolizing the endless support investors provide to Indian businesses.
High-traffic malls became a focal point for the campaign’s engagement strategy. An AI-powered digital selfie mirror allowed participants to capture their photo, which was then transformed into a personalized brochure that also served as a calendar. This tangible takeaway reinforced the campaign’s message while creating a memorable experience. Additionally, a giant LED screen displayed customized ads featuring participants’ photos, making them the centerpiece of the campaign. This activation not only encouraged interaction but also fostered a sense of pride and connection among participants.
The campaign generated significant engagement, with over 450 individuals signing up for interest in the New Fund Offer (NFO) during the mall activation alone. By combining innovation with a customer-centric narrative, the campaign successfully stood out in a competitive financial landscape.
The “Believer of India” campaign, conceptualized and executed by Interspace Communications, exemplifies how creative storytelling and integrated media strategies can elevate a brand’s message in even the most saturated categories. By placing the customer at the heart of its narrative, the campaign not only resonated with its audience but also delivered on its objectives, setting a new standard for engagement and innovation in the financial sector.