Starting up Aditya Birla BizLabs

A leading commodity player, the Aditya Birla Group wanted to revamp their brand image to attract a TG comprising young entrepreneurs. Instead of a regular campaign, we conceptualised a program that would reach out to young startups and allow them to truly experience the scale of the Group, while also giving them a chance to ‘test' their start-up idea in in a large operating business environment. Our vision of the program was to bring together the technology and ingenuity of the startup ecosystem with the power and reach of the Group’s businesses, to create a platform that fosters growth, ideas and partnerships.

We began with creating a name and logo - BizLabs, a space where startups can formulate success by experimenting with their idea, under the guidance of industry experts from the Aditya Birla Group. The logo embodies action and accelerated growth, with the ‘alpha leap’ element communicating exponential scale.

A responsive website served as a hub for all program activities, with a custom-made back-end system facilitating online applications, team selections, presentations and conversations between participants and the jury. Additionally, a low cost, high impact campaign, enabled us to effectively use digital media to effect a brand transformation, and create new business opportunities for the Aditya Birla Group.