Aditya Birla Capital
Nivesh Mahakumbh
A financial services company turned investor education into a movement people signed up for.
The ask
Aditya Birla Capital needed investor education to feel like a movement, not a compliance checkbox.
The roadmap
- 01
Create Nivesh Mahakumbh, a recurring financial-freedom series with Hindustan Times.
- 02
Run it as an event people sign up for.
- 03
Extend it with articles and campaign content around each edition.
Goals and outcomes
Goals
- Make financial literacy engaging.
- Build a recurring property, not a one-off.
- Position Aditya Birla Capital as a champion of financial freedom.
Outcomes
- A recurring investor-education series.
- Financial literacy turned into an event people signed up for.
- An ongoing campaign hub on Hindustan Times.