Aditya Birla Awards 2015

Aditya Birla Mobile App

The Client

A US $41 billion (Rs. 2,50,000 crore) corporation, the Aditya Birla Group is in the League of Fortune 500 with over 120,000 employees, belonging to 42 nationalities. Over 50 per cent of its revenues flow from its overseas operations spanning 36 countries. The Group is a diversified conglomerate comprising of businesses in cement, aluminum, textiles and fibers, chemicals, financial services, retail, insulators, mining and metallurgy, carbon black, wind power, solar power and telecom.

The Objective

The Aditya Birla Awards for Outstanding Achievement is an annual event for the Group’s 120,000 employees in 36 countries, honouring the achievements of their best and brightest. In 2014, Fountainhead Digital pushed the boundaries of Live Entertainment with India’s Largest Ever Implementation of Live Augmented Reality (click here to view the project). Now we were faced with the challenge to push the limits of technology and innovation ever further.

​The Solution

Pre-Event Build up

Fountainhead Digital conceptualized, designed and executed a series of activities in the 6 months leading up to the event. This started with a series of competitions related to the Awards, which were powered by a custom designed and developed web portal. The portal also consisted of a series of Knowledge-based games and engagement activities, all of which lead to a sector-wise scoreboard as well as individual leaderboards.

We also launched an app, which besides comprising of a host of engaging features, contributed to the competition entries and kept the employees engaged right up to the event.

Specific activities included:
– A company-wide web-based bingo competition
– Photo and video submissions via the app
– Multiple formats of quizzes
– Simple, easy-to-play games that were based on knowledge of the company

All these activities were promoted through a systematic communication campaign of Emailers, Push Notifications and Videos. For the first time, employees were given the opportunity to be the cast of the videos promoted to them. We organized professional auditions at several offices, and took in a complete production crew to direct and shoot the videos with the employees themselves.

Event Enhancement

To commemorate the 20th death anniversary of the Founder of the Aditya Birla Group – the late Shri Aditya Vikram Birla, we went on to conceptualise, plan and execute the most advanced digital resurrection by Hologram in the world. Through a detailed process of studying about his life, his mannerisms and by engaging experts in Anthropology, as well as by going through the detailed archives of his family and studyng his family members, we recreated the Founder in the form of a hyper-photo-realistic hologram.

The Results

The competition entries to the Aditya Birla Awards for Outstanding Achievement 2015 surpassed all of the previous years collectively. Participation came from across levels of management and the activities engaged segments who were previously left out of the activity by virtue of the sheer scale and size of the company.

The 1500 attendees of the Awards were surprised and moved to tears as their beloved Founder, who left them 20 years ago, reappeared on stage to deliver an emotional 4 minute speech, in his own distinct style of delivery, using his preferred words and expressions and with his demeanor matching the man they knew and loved 20 years back precisely.

This is the most advanced digital resurrection ever done in the world, due to the accuracy of its human recreation and the scale and environment at which it was

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