India is one of the fastest-growing economies. But its citizens are still anxious about what the future brings. To understand India's worries, Aditya Birla Sun Life Insurance conducted a nationwide study spanning 49 statements, 11 life themes and 3,583 respondents across 20 cities.
The findings revealed India's Anishchit score rose to 79, with 73% of respondents saying they are extremely worried about their future. But this was not just a measure of fear. It pointed to areas that could be addressed — from income and savings to health, retirement and well-being.
The challenge was not the depth of the research. It was getting people to engage with it. With traditional reports being overwhelming to interpret, with data hidden inside pages, the objective was to take a complex study and make it visible, accessible, and part of everyday conversation.
We created communication pieces across platforms to make the research easy to access and hard to ignore. At the centre was an interactive microsite — built on skeuomorphism, it translated complex data into an interface people could navigate instinctively.
The findings were also redesigned into a printed book. Inside, clear structure and bold graphics made it easier to read and reference. Across internal channels, the study became a conversation starter. On social media, insights were broken down into formats people could engage with. Regional creators interpreted anxieties in local contexts, making them relatable and immediate.
Press mailers took the story to 20 cities. And media across the country picked up the findings in PR articles, ensuring scale and credibility. Each piece worked together to do one thing: bring the Anischitology 2.0 into public view.