Aditya Birla Group, on the occasion of Gandhi Jayanti, rolled out a campaign "Instruments of Change", as a tribute to Gandhi.

The campaign, which consists of an ad film, showcases five unique instruments made using materials produced by Aditya Birla Group’s various businesses to reprise an instrumental version of  'Vaishnav Janto', Mahatma Gandhi’s favourite bhajan. The ad film, begins with a question, “what makes one a Mahatma?” and paints the pivotal moments of Gandhiji’s illustrious journey. The film aims to remind people that we can all be "Instruments of Change" through our thoughts and actions. It uses spoken word poetry as the medium of expression. It intends to promote eternal Gandhi museums, an initiative by the Aditya Birla Group, commonly referred to as Gandhi peace centres worldwide. 

The campaign was rolled out in English and Hindi.

What we think about it: Beautifully leverages purpose-driven storytelling, combining emotive spoken word poetry and an instrumental rendition to embody Mahatma Gandhi’s ideals. The ad film seamlessly aligns brand purpose with CSR initiatives, positioning the Group as a torchbearer of Gandhian values.

Rajashree Birla, chairperson, Aditya Birla Centre for Community initiatives and rural development, said, “Through my great grandfather-in-law, Shri Ghanshyam Dasji Birla, and through him, the Birla family shared a symbiotic bond with the Mahatma. The Mahatma’s values of trusteeship, truth, non-violence, and justice deeply influenced our family’s patriarch. And these values permeated generation after generation in the Birla family.  We look upon it as a legacy. These uniquely innovative Digital Exhibitions and Peace Centres are our way of paying homage to the Father of the Nation and spreading his message. The entire walk through the Museum and the Gandhi Peace Centres serves as a stimulus, a resurgence into Gandhism.  It is undeniably a unique experience, a guiding light for this and for generations to come.”