The Aditya Birla Group is a global conglomerate with operations across industries, geographies, and cultures. While excellence was deeply embedded across businesses, the organisation faced a familiar enterprise challenge: scale without fragmentation.
In 2015, the Group sought to move beyond recognising individual achievement and instead use its flagship awards platform to activate a unifying cultural identity — one that could align leadership, employees, and businesses worldwide under a shared sense of purpose.
This initiative became the launchpad for “One ABG.”
“One ABG” launched simultaneously across 42 countries, creating a shared cultural moment across businesses and borders.
The initiative achieved the highest internal engagement scores recorded for an Aditya Birla Group programme.
Senior leadership adopted the “One ABG” narrative as a core articulation of the Group’s evolving identity.
The awards set a new standard for internal brand experience within the Group, shaping how future enterprise initiatives were conceived.
This engagement stands as a defining example of brand architecture at enterprise scale — where storytelling, experience, and leadership intent converge to build belief. It reinforced a central principle for me: culture is not communicated through messages alone — it is designed, experienced, and collectively felt.
