upGrad persuades working professionals to follow their dreams with the latest brand campaign #RahoAmbitious
- The 2020 brand campaign is set at a whopping INR 175 cr. budget and will be leveraged across
- TV, print and digital platforms
Mumbai, 10th February 2020: upGrad today unveiled the
first leg of their brand-new campaign “#RahoAmbitious” with the launch of two
TV commercials. The TVC revolves around upGrad’s aim to rekindle
the spirit of ambition and passion for learning among today’s
working professionals. This campaign will connect with customers across all
touchpoints like television, print, digital and social media.
The 360-degree integrated brand campaign
commences with the launch of two TVC’s
that will be aired across 70
channels, including Hindi and other vernacular languages, across India.
Education in India is typically associated with discipline and seriousness and is yet to become a part of the popular culture. To
break this taboo tied to education, upGrad has on boarded India's most popular
content creators The Viral Fever (TVF) and FilterCopy to shed light upon the
campaign within the digital sphere. Such light-hearted, relatable, and humorous
content will narrate the relevance of education in various walks of life and
showcase how impactful online education has become in today’s day and age.
Nonetheless, the
print-campaign will also be spread across India in English and regional
languages tapping into a wider readership of Tier I and Tier II cities.
Talking
about the campaign, Mayank Kumar, co-founder and MD of upGrad says, “With upGrad Raho Ambitious, we embark upon a
new journey to provide 1 million working professionals with better learning
sphere and equip them with a perfect blend of business acumen and technical
capabilities at the same time. The campaign reiterates upGrad’s core belief of
outcome-based learning through emotional messaging and real-life career
transitioning journeys of learners. Such a twofold approach will not only break
the stereotypical notions attached to education, but also reignite viewers
hidden ambition.”
Watch the
#RahoAmbitious TVCs and Testimonial videos here:
In addition to
this, upGrad has also introduced freshly curated content with its new video
series to be launched soon on the upGrad App. The new app will be available on
Google Play and YouTube. The videos entail tailor-made content focused on the
brand’s key narrative- lifelong learning. Divided
into 100 episodes
of 5 minutes each, upGrad
aims to solve the three biggest problems faced by professionals while
adopting a new habit, especially when wheeled towards lifelong
learning-lack of time,
lack of money, and lack of intrigue. The content would be free in its initial phase,
available for streaming on the upGrad Android App & YouTube, which will
also later be available on subscription basis, provided viewers discretion.
Apart from this, the brand has also launched ‘upGrad Stand-up Books’ which also
features Vicky Kaushal, the face of upGrad, summarizing his life lessons and
‘LifeLong Learning’ from the books he had read in the past in a quirkiest way.
With this new
initiative, upGrad is set to leave its imprints in the minds of consumers and
is moving one step ahead to change the way education is imparted across India.
About upGrad:
Founded in early 2015, upGrad offers online programs for working professionals.
In a short span of around 5 years,
upGrad on-boarded over 21.5K paid learners and impacted more than 370K individuals
globally, making it India’s largest online higher-education company, basis
gross revenue generated from the Indian market in FY18-19.
upGrad provides
programs in the areas of Data Science,
Technology, Management and MBA to college
students, working-class and enterprises. These programs are designed and
delivered in collaboration with top-notch universities like IIT Madras, IIIT-B,
BITS Pilani, MICA, NMIMS Global Access, Duke CE, Liverpool John Moores
University and others. To further enhance the learning experience, a
comprehensive ecosystem has been built which includes one-on-one mentoring,
peer-to-peer learning, industry networking and most importantly expert career guidance
providing learners holistic support to elevate their careers
to the next level.
The company
has been awarded
the title of ‘Best Tech for Education’ by IAMAI in 2019. The company
received the ‘Best Education Brands’ award by Economic Times and has made it to
LinkedIn’s ‘Top 25 Startups’ two years in a row in 2018 and 2019.
Link:
www.upgrad.com
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