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, “WithupGrad 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 wheeledtowards 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.
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 collaborationwith 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.