ABFRL & ABLBL

Aditya Birla Fashion & Lifestyle Brands

Festive and cultural moments, and a Lacoste x Roland Garros activation, carried across one of India’s largest fashion portfolios.

Brand & Campaign

Client ABFRL & ABLBL

Group Aditya Birla Group

Focus Social & Campaign

Portfolio Premium, Ethnic & Value

What the brand needed to say

Aditya Birla Fashion and Retail Limited (ABFRL) and Aditya Birla Lifestyle Brands Ltd (ABLBL) run a diverse portfolio of apparel and lifestyle brands across premium, ethnic and value segments. A portfolio that wide needs cultural moments, festivals, national occasions, marquee brand activations, told in one consistent creative voice without flattening what makes each brand distinct.

The Objective

Turn recurring cultural moments into brand-building content, and give a marquee retail activation creative that matches its scale.

From national pride to a Paris court

Four cultural and festive moments, followed by a six-part campaign for Lacoste x Roland Garros x Galeries Lafayette Mumbai.

ABFRL cultural campaign creative — **India rewove HerStory.** A museum-style spotlight on the India cricket jersey, honouring a landmark women's cricket moment through a fabric lens. **Because great style starts with a little imagination.** A Children's Day post letting everyday outfits become superhero capes and princess gowns in the frame.

ABFRL festive campaign creative — **Freedom looks different on everyone.** An Independence Day post reframing freedom as personal style across the portfolio's range. **The best part of dressing up for Onam?** A macro shot of a traditional shuttle and bobbin rooting the post in weaving heritage.

A six-post campaign for Lacoste x Roland Garros x Galeries Lafayette Mumbai, moving from teaser to announcement, an in-store tennis-inspired retail experience, and the performance range, closing on a leadership quote tying fashion, sport and culture into one story.

What changed

A recurring festive and cultural calendar now runs in one visual language across the ABFRL and ABLBL portfolio, scaling from a national sporting moment to a single in-store retail activation without feeling like two different brands.

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