Aditya Birla Finance Ltd (ABFL) and Dentsu Creative India have launched a new integrated campaign titled ‘Ab Kahani Badlegi’, featuring cricketer KL Rahul as the brand ambassador.

The campaign highlights ABFL’s vision of empowering individuals and enriching their lives by providing them with various loan solutions that suit their needs and goals.
The campaign opens with a glimpse of KL Rahul's small-town origins, featuring a game of cricket being played in a narrow lane where he, as a young boy, takes the first step towards his extraordinary journey. The narrative unfolds further by reflecting Rahul’s evolution as he seamlessly transitions through various life stages, illustrating the evolution of his journey and simultaneously weaving in narrating the achievements of individuals made possible through the diverse financial solutions ABFL offers.

The campaign ‘Ab Kahani Badlegi’ positions ABFL as a financial powerhouse that offers products and services with minimum documentation, faster disbursement, a flexi loan facility, and a 100% online process, enabling consumers to access the funds they need with ease and convenience. The campaign has been launched across television and digital platforms, targeting a nationwide audience across all age groups.

Speaking on the campaign, Darshana Shah, Head of Marketing & Customer Experience, Aditya Birla Capital said, “Cricket as a sport inspires the Indian masses, and we chose KL Rahul as his journey closely resonates with everyone. As a cricketer, he has overcome all odds to make his mark on the Indian cricket team. We want all individuals to draw inspiration from our campaign ‘Ab Kahani Badlegi’ and transform their life stories with ABFL as their trusted partner who will support them in overcoming financial challenges on their way to success. We want to enhance people’s lives and empower them to rewrite their story with the help of our loan solutions.”

KL Rahul said, “Driven by a shared belief, this collaboration aims to provide everyone, regardless of their background, the chance to write their own unique success narrative. Aligned with Aditya Birla Finance's mission, my goal is to empower individuals to lead and control their financial destinies. This transcends beyond a mere partnership; it holds a deeper significance for me.”

Ajeet Shukla, Group Executive Director (West), Dentsu Creative India said, “The moment we discovered about KL Rahul as the lead protagonist for this campaign, we were very excited & clear that this story needs to be as inspirational as his journey has been for millions of people just like how ABFL has been an inspiration for millions of dreams by providing easy loans for personal & business purpose.”