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2022 Global Customer Engagement Review

Edtech LEAD’s latest campaign uses fun, educational ads to boost admission


Mumbai, India – LEAD, an Indian edtech that has recently reached unicorn status, has launched its newest campaign focused on the visible learning outcomes of children studying in LEAD Powered Schools. In addition, the campaign is also running on activity-based, practical learning methods that depart from old, lecture-based passive modes of teaching and learning that the parents’ generation was accustomed to.

As part of the campaign, two ads are released, which are conceptualised by creative agency TBWA and directed by filmmaker Nitesh Tiwari. These ads will be aired across multiple GEC and regional channels, and will be a part of LEAD’s 360-degree campaign via outdoor, digital and BTL activation.

The first film, ‘Syllabification’ is an endearing story of two fathers bonding over the right way to pronounce big English words by breaking them up into syllables – a trick taught to them by their kids who go to LEAD Powered Schools. Said ad touches on the subject of visible advantages of one of LEAD’s flagship programme, ELGA (English Language and General Awareness), which teaches English as a life-skill rather than a subject.

Meanwhile, the second film, ‘Aloo Se Electricity’ shows a dad who says he would have been a scientist and inventor like his kid, if only he had the opportunity to study in a LEAD Powered School when he was growing up. The ad is built around the innovative ways in which science is taught in a LEAD Powered School via ‘learn by doing’ approach.

For LEAD Chief Marketing Officer Anupam Gurani, through this campaign, they want to help parents find the right LEAD Powered School in their vicinity, thereby bridging student learning gaps and enabling parents to provide world-class education to their child, right in their hometown.

“The pandemic continues to impact all of us, especially those belonging to the lower economic strata. There are plenty of students who have not gone to school in the past 20 months and this has resulted in severe learning gaps. This is where LEAD comes in. We are building India’s largest network of schools that provide International standard of education at an affordable price,” Gurani said.

Speaking about the filmwork process for the ad, filmmaker Nitesh Tiwari said, “It was fantastic to work with LEAD again on their new campaign. The latest films are as relatable as the previous ones for parents who are always trying to get the best education for their children. These films beautifully capture the emotion of how parents want to give more to their child and equally be a part of their learning process. The scripts felt quite personal and I ended up drawing a lot from my life experiences.”

Meanwhile, Govind Pandey, CEO of TBWA\India, commented, “LEAD is leading a movement in India to provide access to a world class education to as many kids as possible regardless of which town or city they are studying. We see many progressive and proud parents joining in and giving their kids the foundation that opens all kinds of possibilities for them in the future. This campaign reflects this and invites more and more parents to join this movement.” 

Parixit Bhattacharya, managing partner at TBWA\India, also added, “There is nothing more reassuring for a parent than seeing their child display clear, visible signs of learning. Fortunately, for parents who have enrolled their children at a LEAD powered school, this is an everyday reality. We wanted to dramatize this through the new campaign while keeping true to the insight that seeing their kids learn so well can cause a tinge of jealousy while they are flushed with pride.”

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