Mumbai, India – Indian edtech company LEAD has launched a new digital campaign that celebrates the contribution of teachers towards ensuring that every student achieves their true potential in life. Centred around the insight that teachers across India have to overcome myriad challenges that often go unnoticed, LEAD’s #OnlyTeachersCan campaign highlights the many ways that teachers put their students’ interests ahead of their own, to ensure the best quality education for every child.

Conceptualised and produced by TBWA\India, LEAD’s latest digital film ‘Teacher Hona Asaan Nahi Hota’ is directed by Piplu Khan of Potlibaba Media House.

Anupam GuraniCMO of LEAD, said, “Each one of us carries what we have been taught in school throughout the rest of our lives. We use what we have learned during our early impressionable years to influence society and shape the future. LEAD’s #OnlyTeachersCan campaign is an ode to the 9.7 million teachers that are nurturing generations of learners across India. While the last two years have been especially difficult for teachers, LEAD has always stood by them and will continue to do so.”

Meanwhile, Namrata Nandan, executive director at TBWA\India, commented, “LEAD as a brand is committed to upgrade standards of education of India. LEAD understands that learning for children at schools is a fulfilling, immersive and result driven experience only with the constant, untiring efforts of the teachers.”

The agency’s managing partner, Parixit Bhattacharya, echoes this and said that being an ally to teachers, LEAD artfully brings to life little moments of truth from the life of teachers across the length and breadth of the country.

“They say teachers have a heart larger than the average human. We wanted to spotlight this truth by capturing the everyday struggles a teacher goes through to put extraordinary care into the lives of their students,” said Bhattacharya.

Piplu Khan, acclaimed director, and the one who headed the film shared his experience with creating the campaign.

“I felt good about connecting the characters and showing how they go about their life every day. My job was to keep my craft balanced; in fact more than craft, it was about the soul, feelings & characters coming alive. I enjoyed making this film for TBWA\India and LEAD, and feel that we succeeded in what we set out to do. A homage to teachers is needed at the moment and we should do everything we can to [contribute] to enhancing the teacher’s lives,” said Khan. 

LEAD empowers teachers in affordable private schools across India by providing tools and resources that make teaching simpler and more effective. LEAD’s teacher offerings and services include ready-made teaching and assessment materials, training and upskilling resources, and networking opportunities with peers across India.

In August 2021, LEAD created another film with a spotlight on the challenges faced by school owners during the pandemic. The film underlined the valiant work of school owners who placed the academic future of our children above all else, ensuring uninterrupted learning as far as possible.

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.”

Mumbai, India – India-based higher edtech company, upGrad, has launched its biggest campaign to date, with the aim to drive the brand’s mission of driving meaningful career outcomes for its learners.

The campaign, which was conceptualized in partnership with creative agency The Womb, is inspired by numerous emails and messages the brand has received from its alumni who have successfully received double promotions, higher pay grades, and job placements at over 1000 companies and MNCs across the globe on pursuing their online courses. 

Moreover, it dramatizes a similar career journey which will re-ignite viewers’ ambition of achieving meaningful professional growth.

Titled ‘Fast Forward Your Career With upGrad’, the campaign features the story of Sohini, who went from a batchmate to a boss, shocking a few of her batchmates who had also been placed in the same company.

https://www.youtube.com/watch?v=BGH6jcHJo10

The campaign further continues and is built subsequently through more film versions.

Arjun Mohan, upGrad’s CEO for India, noted that the campaign aims to bring out this differentiated positioning of the brand in the higher edtech industry. 

“While our past campaigns have helped us create significant awareness and establish upGrad as an online higher education leader, we now wish to push the envelope further and build preference for the brand, especially among a large set of ambitious working professionals who are looking for meaningful career growth, faster,” said Mohan.

Meanwhile, Navin Talreja, the co-founder of The Womb, commented, “This campaign seeks to shake these working professionals out of their career inertia and position upGrad as a viable option that facilitates strong career outcomes in a contemporary, relatable, and engaging manner.”

Vinil Mathew, the director of the film, shared, “The films have a relatable, slice of life quality with an interesting blend of tongue-in-cheek humor and the fuzzy warmth of friendship. It was an absolute joyride to collaborate with the super creative team at The Womb and a progressive client like upGrad.”

upGrad has also partnered with a host of content creators and influencers who will be joining its war cry of fast-forwarding careers. The ad films will also run across media channels in several Indian languages including Hindi, Tamil, Telugu, Marathi, and Bengali, as well as Kannada, and English to connect with the regional audience.

India – Kraftshala, the India-based edtech organization that builds marketing training programs with veterans from the marketing industry to train emerging talent in the marketing realm, has just launched the ‘Marketing Launchpad’, a 20-week duration program that helps people without any prior experience get into high-potential marketing careers.

‘The Marketing Launchpad’ is a full-time digital marketing course that includes an 8-week internship. Through this program, Kraftshala selects, trains, and invests in high potential graduates to help them kickstart their marketing careers.

Interestingly, the program allows students to pay for the fee only after landing a high-potential marketing job, and if they do not get a job that pays at least 4.5 lakhs, students do not have to pay anything.

Varun Satia, Kraftshala’s founder & CEO, said that Kraftshala’s purpose is to empower professionals to become the best version of themselves, and the program stands true to its name and welcomes people from all walks of life. 

“This program will help anyone launch their marketing career in the truest sense of the word. Our ‘Marketing Launchpad’ is the future of education, created by the industry’s top practitioners, to drive success in the digital age and is totally performance-driven,” said Satia.

According to Kraftshala, its marketing and sales training programs have a strong advocacy score of 95%, as they are built on frameworks and examples from the best in the industry and are consistently updated with the latest, cutting-edge tools and learnings from the field.

Interested student applicants can look at the program by visiting their company website.

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

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.”

Mumbai, India – The pandemic has impacted today’s education, which resulted in the increase of demand for digital learning, and with this, India-based higher edtech company, upGrad, has launched its latest brand film to highlight the importance of online degrees.

upGrad hosts online degree courses from the country’s top universities like Chandigarh University, Amrita Vishwa Vidyapeetham, and JAIN. It also provides an opportunity to circumvent the pandemic impact on the aspirations of Indian students and working professionals who are now looking at an alternative to the offline learning modes of obtaining degrees without compromising on the learning and career outcomes.

upGrad Online Degrees
upGrad Online Degrees

Created in collaboration with creative agency The Womb, the new brand film is a part of its clarion call ‘Sirf Naam Ki Nahin, Kaam Ki Degree’, which translates to ‘do not get the degree for the name but one that helps you move ahead and get a job.’

Titled, ‘Online Bachelor’s Degrees’, the ad features a jingle vocalized by a group of four friends, addressing the fading education dreams of Indian learners to get a meaningful degree amid the COVID-19 situation.

Arjun Mohan, the CEO of upGrad India, said that due to offline education system taking a backseat, there’s a lot of tension and confusion among India’s working professionals who are looking to get an acceleration in their careers, and the situation is alike with freshers who are worried about a year backlog that might hamper their career growth. 

“We have partnered with the leading universities to provide young India with UGC Entitled and WES Recognised degree courses to give them a 360-degree university experience online. Post the course completion, we will also assist these learners with career services that involve a paid internship up to 6 months and placement support up to 3 years based on their performance,” said Mohan.

Meanwhile, The Womb’s Co-Founder, Kawal Shoor, commented, “Our campaign borrows from the current reality but also is geared towards positioning online undergraduate education as a powerful alternative to trudging to a nearby big city to access quality education.”

The brand film is now available in over 50 television channels across geographies, along with 360-degree amplifications in other media channels.