Strumming the strings of change, Aditya Birla Group pays a musical tribute to Mahatma Gandhi

On the occasion of Gandhi Jayanti, Aditya Birla Group, a global conglomerate, released its campaign, ‘Instruments of Change’, as a tribute to Mahatma Gandhi. Five unique instruments made using materials produced by the Group’s various businesses were used to reprise an instrumental version of Vaishnav Janto, Gandhi’s favourite bhajan.

The digital video, begins with a question, ‘What makes one a Mahatma?’ and paints the pivotal moments of Gandhiji’s illustrious journey. The campaign 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.

 The campaign aims to promote Eternal Gandhi Museums, an initiative by the Aditya Birla Group, commonly referred to as Gandhi Peace Centres worldwide.

The museums, present across New Delhi, Bhubaneshwar, New Jersey, and Birmingham, skilfully intertwine the extraordinary life of the Mahatma through rhythmic and evocative cadences. Adorned with a captivating array of photographs, paintings, film footage, video clips, and various other media, these museums provide visitors with a remarkable and immersive experience that imparts a profound sense of India’s freedom struggle.

On the initiative, Mrs. Rajashree Birla, chairperson, Aditya Birla Centre for Community Initiatives and Rural Development, said, “Through my grandfather-in-law, Ghanshyam Dasji Birla, and through him, the Birla family shared a symbiotic bond with the Mahatma. His 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.”

She added that these digital exhibitions and peace centres are the company’s way of paying homage to the ‘Father of the nation’ and spread 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,” Mrs Birla stated.

Campaign’s take: This Gandhi Jayanti, the Aditya Birla Group decided to go beyond the typical flower garlands and speeches with its innovative ‘Instruments of change,’ campaign, while paying a tribute to Mahatma Gandhi. Its creative approach to employ five instruments crafted from materials sourced from the Group’s various businesses to create an instrumental rendition of ‘Vaishnav Janto’ bhajan, which encapsulates Gandhi’s essence of humility, honesty and non-violence.

Kicking off with a thought-provoking question, “What makes one a Mahatma?”, the campaign sets the stage for a narrative that intertwines pivotal moments from Gandhi’s life with a modern twist. By blending spoken word poetry with evocative visuals, the campaign paints a portrait of Gandhiji that resonates with today’s audience.

The campaign, along with the digital exhibitions and peace centres, serves as a heartfelt homage to the ‘Father of the nation.’ It’s not just about celebrating Gandhi; it’s about reigniting a sense of Gandhism in contemporary society. In a world that often feels disjointed, this campaign reminds us that we all have the power to contribute positively to change, just as Gandhi did. With a creative twist on remembrance, Aditya Birla Group is hitting all the right notes, proving that music truly can be a universal language for change.