Mumbai, India – Most of the time, ad campaigns in the education sector focus on the children or students as part of their messaging. After all, they’re the main stakeholder of education providers, and parents as decision makers would want to know what the school has in store for them.
One India-based EdTech solution provider, LEAD, which aims to disrupt the education landscape in the country is also breaking the norm when it comes to promoting educational services.
In collaboration with creative agency TBWA\India, LEAD has released a TVC that puts the spotlight on parents rather than children. In the ad, we see a young mom and dad having an intimate conversation and baring their sentiments about harbored feelings of jealousy towards the wide exposure their child is getting, specifically through a LEAD Powered School.
LEAD, which has presence in over 400 districts in India, offers EdTech solutions for both parents and schools. For parents, it has developed a LEAD Parent-Student app where parents can monitor and accompany their children in learning sessions. The EdTech has also been partnering with schools to make their institutions ‘LEAD powered’ by integrating its innovative curriculum that puts a premium on English and coding skills.
According to both TBWA\India and LEAD, parents’ view on the newer modes of academic instruction has long been an unexplored insight in communication. A progressive educational landscape inevitably requires progressive parenting and this poses a challenge to parents.
LEAD’s CMO Anupam Gurani commented, “Growing up, I have witnessed how my parents wanted to provide me with better education but limited opportunities always posed a restriction. Now as a parent, I echo a similar feeling for my child. With our first ever PAN India campaign, we want to reach out to all those parents who are looking to provide better school education to their child but have felt constrained due to lack of options.”
Gurani adds, “LEAD Powered Schools [solve this] by providing International standard education in small town India, which is our core market. The underlying thought of the campaign is based on a beautiful insight tapping the emotion of how every successive generation of parents wants to give more to their children and in the process learn from them.”
Furthermore, both the agency and LEAD said that the film reflects an often side-swept result of witnessing the significant shift to new ways of schooling and this is the adaptation of parents which at times bring to the surface their unfulfilled desire of the interactive and innovative methods in education that is present today.
“[This is] a clear departure from the old, lecture-based passive modes of teaching and learning that the parents were used to growing up,” both said in a press statement.
The execution of the film was helmed by acclaimed Director Nitesh Tiwari and he commented, “The ad film captures a parents’ perspective of how a LEAD Powered School is imparting interactive and enriching education, both at school and at home. I admire the brand’s vision of transforming conventional schooling in India.”
Parixit Bhattacharya, the managing partner of TBWA\India, also candidly said, “We often joke about being jealous of our kids because of the exposure they have in a world that is markedly different from the time we were kids. Though universal rules of child rearing still apply, today’s parents are dealing with an entirely new playing field. And the pressure to choose wisely is heavy.”
Meanwhile, TBWA\India’s CEO Govind Pandey, commented, “LEAD has a noble social mission to provide excellence in education to all. This commercial recognizes the role of hardworking progressive parents in the middle India of tier 2 and tier 3 as the real heroes who despite the odds of their generation have made something of themselves and now have the exposure and the determination to know the difference the right school education can make and do not want to compromise in that. Even more so in these uncertain and turbulent times.”
