Aditya Birla Group – Sustainability

The Client

A US $41 billion corporation, the Aditya Birla Group is in the league of Fortune 500. It is anchored by an extraordinary force of over 1,20,000 employees belonging to 42 nationalities. The Group has been ranked Number 4 in the global ‘Top Companies for Leaders’ survey and ranked Number 1 in Asia Pacific for 2011. The Group has also topped the Nielsen’s Corporate Image Monitor 2013-14 and emerged as the Number 1 corporate, the ‘Best in Class’, for the second consecutive year.

The Ask

At the Aditya Birla Group, all businesses have demonstrated a commitment to the environment and society that goes beyond mere compliance with laws and regulations. As part of their sustainability initiatives, the Aditya Birla Group was the Indian Host Partner for the only solar-powered airplane in the world – The Solar Impulse 2. It is the only airplane of perpetual endurance, able to fly day and night on solar power, without a drop of fuel. The goal was to attain maximum views on social media platforms and spread the Group’s message and vision for a sustainable future.

‚ÄčThe Solution

Fountainhead Digital designed and developed to showcase the Group’s work in the area of sustainability and their plans for the future.

We facilitated the 3T Challenge in which students from top B-schools across the country participated in the Aditya Birla Group’s sustainability initiative. The participants were from the Management, Engineering, Fashion Design and Architecture departments. The winners of the contest were given a chance to meet and interact with the Solar Impulse team, and also witnessed the arrival of the plane in Ahmedabad.

Along with this, we also carried out a social media and e-mailer campaign to showcase the Group’s sustainability vision. Sustainability initiatives across different sectors of the Group were highlighted on various social media platforms. Live updates and tracking the plane in real-time was effectively carried out by our team.

We also conducted a Google Hangout which gave the winners of the contest a chance to interact with the pilot of the plane, Bertrand Piccard, while he was flying it!


Promoting sustainability
Welcoming the only solar-powered airplane in the world – The Solar Impulse 2

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