Brand Aditya Birla Capital touches over

Brand Aditya Birla Capital touches over 52 million people through their ‘MoneyForLife’ and ‘HealthFromHome’ campaigns

Campaigns encourage people to focus on their physical and financial well-being

Aditya Birla Capital is the common brand used by financial services subsidiaries of Aditya Birla Capital Limited (ABCL). During these unprecedented COVID times, social media initiatives were undertaken by the brand to connect with people to help them with their two biggest worries - health and financial wellbeing. The campaigns had two vital spokes #MoneyforLife and #HealthfromHome. Collectively through both these initiatives, the brand Aditya Birla Capital reached over 52 million people within the first quarter of FY 20-21. The campaigns saw over 100 Facebook Live sessions garnering close to 11.1 million engagements including video views.

As the nationwide Covid-19 lockdown started, social life took a backseat affecting physical and mental well-being of people all over. Even though working from home made life easier, it also had adverse effects on people’s mental, physical and emotional health. Dwindling markets, decline in businesses and job losses made people wary about their wealth. In this regard, with a purpose to influence people and to help them focus on maintaining a healthier life while managing their money better, the brand started an initiative under the aegis #MoneyForLife and #Healthfromhome. The campaigns were based on one of the most important pillars of the brand – Advise, which underlines the brand’s behavior across all the solutions offered by ABCL’s subsidiaries.

#MoneyForLife was aimed at motivating people to live life without any financial stress by managing their money better. People tuned to the virtual platforms like Facebook live, podcasts etc. to seek advice on how they could manage their finances with ease and simplicity with the help of an expert. Appointments were made available to the larger audience wherein they could consult wealth managers who were experts in this domain and could offer useful advice. High engagement testified that the campaign was liked by customers and prospects alike.

On the other hand, #Healthfromhome a Facebook live series included yoga, home workouts, healthy nutritional cooking and doctor Q&A sessions by several health experts and enthusiasts. The sessions were aimed at improving mental, physical and emotional health and well-being of people to combat stress and sustain a healthy life whilst at home.

Facebook acknowledged the Money Advice campaign, which was supported by FB Lives by Advisors of ABCL’s subsidiaries, and considered it for a case study, for using the platform to drive exemplary results. Facebook also bestowed the Hall of Fame recognition to the #Healthfromhome campaign for engaging with millions.

Mr. Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital Limited said, “COVID-19 has brought health and wealth to the fore as two key concerns and needs of every Indian. Aditya Birla Capital Limited, the Financial Services group that offers solutions through its subsidiaries for both health and wealth under one brand, considered this time to reach out to people with relevant information and expert advice, without any direct sales pitch. We realized that during such conditions people feel uncertain and directionless especially with their health and finances – this guided us to choose the social media platform to reach out to as many people as we could and stand by them. We took this opportunity to live up to our purpose of enabling every individual to live the life they truly desire, through money solutions that are easy to understand and implement.”

These campaigns helped the brand Aditya Birla Capital to touch many lives while helping and supporting many to navigate through their health and wealth worries during the pandemic.

Aditya Birla Capital’s subsidiaries record over

Aditya Birla Capital’s subsidiaries record over four million
customer interactions on digital service platforms

Aditya Birla Capital Limited (ABCL), the holding company of the financial services businesses of the Aditya Birla Group, recorded a significant rise in customer interactions on the digital channels of its subsidiaries. These interactions on platforms such as WhatsApp, Chatbots, Websites and Apps crossed the four million mark in the past three months during the Covid-19 lockdown, witnessing an almost 2X jump when compared to the same period last year. ABCL’s subsidiaries have been at the forefront of adopting new technologies for customer convenience. Several services like change of address on the website for the stock broking business or using WhatsApp for renewal of Health Insurance policies or registering SIPs for Mutual fund were introduced for the first time in the industry. The Mutual Fund business recently introduced Google Assistant based voice bot for the top customer queries. The Lending business and Mutual Fund business have developed a machine learning (ML) based email bot for automated servicing of over 30,000 customer queries a month

Over the last one year, ABCL’s subsidiaries have significantly ramped up their digital services across Websites, Chatbot and WhatsApp to ensure availability of over 94 per cent of their services online, as compared to about 71 per cent last year. This has been a huge advantage during the lockdown when customer and distributor onboarding and purchase journeys have been enabled digitally. The WhatsApp/Chatbot channel is now one of the most comprehensive in the financial services industry, offering over 180 services across the mutual fund, lending, housing finance, life insurance and health insurance businesses. The businesses witnessed WhatsApp emerging as one of the most preferred channels, with almost a million customer interactions since March’ 20.

Ajay Srinivasan, Chief Executive, Aditya Birla Capital, said, “Digital enablement to create a superior customer experience throughout the customer journey has been a key part of our agenda. This enabled us to proactively transform our customer journeys to being 100% digital during the period of lockdown. These capabilities held us in good stead when COVID hit the world and helped us to service our customers without any interruptions. We will continue to leverage new technologies to make our customer and distributor experience best in class.”    

Owing to the ongoing lockdown, there has been a shift in demand for zero contact and paperless purchase options. Last year ABCL’s subsidiaries had worked on developing non-contact, paperless, seamless purchase journeys across product lines through mobile apps and tabs. Many technologies such as biometrics, intelligent OCR, Video KYC, e-contracts were used for the first time in the industry. The NBFC and Mutual Fund businesses have been one of the first in the industry to launch video KYC for its customers. Over 90 per cent customers were on-boarded through digital channels alone in FY20, as compared to 72 per cent in FY19. The businesses deployed over 200 robotic processes (RPA) to automate mid-office and back office work.