Aditya Birla Group asked us to craft an inspiring campaign for Women’s Day, but the brief came with a challenge: shifting perceptions. 

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Among young and ambitious talent, ABG’s work culture was often seen as traditional and male-centred. Yet within the group, women leaders were already driving change and paving the way forward. 

The task was to bridge that gap and make ABG’s employer brand resonate strongly with women.

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The epiphany was simple but powerful: women have been passing the ball of knowledge, resilience, and opportunity across generations. So why not use ‘the ball’ as our storytelling tool? 

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Change The Game turned that thought into a rallying cry, with real ABG leaders becoming the faces of the campaign, showing what inclusion in action looks like.

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The impact spoke for itself: 1M+ views in under 12 hours, 200+ positive shares on LinkedIn, a SAMMIE and a MOMMY win, and appreciation from the ABG board itself.  Beyond metrics and metals, the campaign achieved its objectives, making ABG feel fresh, relevant, and committed to building inclusive workplaces.