The Aditya Birla Group is a USD 43 Billion diversified conglomerate with businesses ranging from the sectors of Telecom to Aluminium. With 120,000 employees, across 42 nationalities in 36 countries, the Aditya Birla Group’s Employee Value Proposition is ‘A World of Opportunities’, which is symbolic of the group being as large and diverse and thus, a world in itself. It was necessary to convey a strong sense of gender inclusion in this identity – one which was a strategic people priority for the Aditya Birla Group. Fountainhead Digital MKTG worked with the Group in order to build ‘She Means Business’ – an identity, a promise and a statement to the world on gender inclusion in the Aditya Birla Group, and it’s commitment to the growth and success of its women workforce. The identity was built after an extensive exercise of message testing and building of differentiation from other initiatives out there. The identity conveys an unapologetic, determined and business prudent approach to women – one which steers far of condescension and the overemphasis on ‘empowerment’ (conveying the need for it overtly and thus, indicating inherent weakness), being a unique and sustainable identity and message.