As part of their Group-wide Customer Centricity initiative, the USD 43 Billion Aditya Birla Group, with diversified businesses across manufacturing, commodities, retail and services devised the ‘ReImagine Framework’, which outlined the approach towards a more customer centric strategy definition. The framework, by virtue of encapsulating an entire gamut of businesses, was complex to understand and difficult to relate to. Fountainhead Digital MKTG worked with the Group to create an experiential understanding of the framework using Virtual Reality. The users were taken through an engaging walkthrough of the framework with supporting audio, which allowed them, by virtue of immersion, to quickly grasp and relate the framework to the needs of their specific business or function. It also provided a scalable business literature which stood out from the usual document-based approach, which served to create a differentiation for the Group function, championing the customer centricity initiative.