# Diwali-Themed Inclusive Campaigns Aditya Birla Group Launched the #BlurTheBoundaries Campaign By Grace Mahas | Published 2019-10-28 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/blurtheboundaries-campaign References: [thedrum](https://www.thedrum.com/creative-works/project/tonic-worldwide-blurtheboundaries) & [adityabirla](https://www.adityabirla.com/) Aditya Birla Group, an Indian multinational conglomerate, headquartered in India, recently launched the #BlurTheBoundaries campaign to encourage inclusion and diversity. The commerical centers around the Indian festival of lights known as Diwali and shows a young student studying abroad sadly looking at photos of friends celebrating the festival while he sits alone in the United States. He is interrupted by a knock at the door where a [group of diverse roommates](https://www.trendhunter.com/trends/backtoschool-survey) show up dressed in traditional garments while a cake saying "Happy Diwali!" The #BlurTheBoundaries campaign finishes by asking viewers to Make the world your family." The concept of inclusion and diversity underscores Aditya Birla Group's roots -- a company that has locations in more than 34 counties and boasts an incredibly diverse staff. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 14% | Activity: 31% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Why This Trend Is Growing - **Inclusive Campaigns:** Disruptive innovation opportunity: Implement inclusive marketing strategies that reflect diverse cultures and experiences. - **Cultural Celebrations:** Disruptive innovation opportunity: Create campaigns that celebrate various cultural festivals to connect with diverse audiences. - **Global Collaboration:** Disruptive innovation opportunity: Foster global collaboration by promoting inclusivity and diversity in teamwork and business practices. ### Industries Being Reshaped - **Marketing and Advertising:** Disruptive innovation opportunity: Develop inclusive campaigns that challenge traditional advertising norms and cater to diverse consumer segments. - **Multinational Conglomerates:** Disruptive innovation opportunity: Embrace diversity and inclusion across different regions and markets to drive growth and foster a sense of belonging. - **Education and Student Services:** Disruptive innovation opportunity: Create inclusive environments and support systems for international students to celebrate their cultural identities while studying abroad. ## Related on Trend Hunter - [Diwali-Celebrating Cookwear Collections](https://www.trendhunter.com/trends/diwali-collection.md) - [Diwali-Themed Bath Melts](https://www.trendhunter.com/trends/diwali-bath-product.md) - [Diwali Table Decor](https://www.trendhunter.com/trends/homegoods-diwali-collection.md) - [Indian Heritage-Inspired Dolls](https://www.trendhunter.com/trends/anita-dongre.md) - [Inclusive Makeup Brand Campaigns](https://www.trendhunter.com/trends/it-feels-good-to-be-seen.md) - [Accessible Customer Service Ads](https://www.trendhunter.com/trends/accessible-customer-service.md) - [Luxury Festive Campaigns](https://www.trendhunter.com/trends/happy-together.md) - [Inclusive Retailer-Backed Films](https://www.trendhunter.com/trends/sephora-beauty-belonging.md) - [Diwali-Celebrating Bodycare Collections](https://www.trendhunter.com/trends/lush-2025-diwali.md)