The Aditya Birla Group Awards for Outstanding Achievement had long celebrated excellence within the Group. But in 2015, the mandate shifted: it wasn’t just about recognizing high performers — it was about unifying a global workforce under a new cultural identity, "One ABG."
The event needed to elevate from a traditional awards night to an emotionally resonant, globally broadcasted celebration of the Group’s evolving DNA.
The “One ABG” campaign launched simultaneously across 42 countries — creating shared purpose across diverse geographies and business units.
Achieved the highest-ever internal engagement score for an ABG initiative — signalling deep resonance and emotional buy-in.
Broadcast live to employees globally, the event connected teams from manufacturing floors to corporate headquarters — in real time.
The initiative set a new benchmark for internal brand experience within the Group — defining what future-facing ABG looks and feels like.
Personally, it remains a defining project where strategic storytelling, large-scale production, and emotional design converged — leaving a permanent imprint on ABG’s cultural fabric.
