Platforms Featured East Asia

upGrad Vietnam launches new courses, partnerships

Hong Kong – upGrad, edtech platform across APAC, is boosting its growth in the Vietnam market with the launch of bilingual courses and local partnerships in the country. The company said this is to address the strong local demand for digital-first education as the country heads towards Industry 4.0.

The edtech has also recently appointed Ex-OYO Dushyant Dwibedy as the Vietnam country head with a mandate to build a strong local team, initiate corporate and university partnerships, and also to build long-lasting learning outcomes for the Vietnamese workforce.

Dwibedy said, “Ambition levels in Vietnam are soaring and we want to be at the heart of making career-changing courses as also being the lifelong learning partner for students and working professionals. Outside of our offerings in certification, diplomas, degrees, and doctorates, we also see a large market for our upGrad Abroad initiative as Vietnam is one of the larger markets for aspiring locals looking to go overseas for higher education.”

Mayank Kumar, co-founder & MD at upGrad, shared that country-wise local focus is the way to go forward as 35% of the company’s revenues will come from the International markets. 

Zubin Gandevia, CEO for APAC at upGrad, commented, “We are assembling an advisory board here in Vietnam, forging strong partnerships with universities, and working on making all that we do very affordable, accessible, and career-changing for our learners. Vietnam offers very interesting opportunities and hence, our local and targeted focus will yield great results.”

Marketing Featured South Asia

Indian actor Amitabh Bachchan ‘loses his cool’ in edtech upGrad’s new ad film

Mumbai, India – India-based higher edtech company, upGrad, has launched a new ad film, which features the legendary Indian actor Amitabh Bachchan in his ‘Angry Young Man’ persona, aimed at introducing its new vertical that redefines studying abroad – upGrad Abroad.

The film, which was conceptualised by creative agency The Womb and was directed by Amit Sharma of Chrome Picture, spotlights Bachchan wreaking havoc at the upGrad Headquarters. It aims to reassure parents and young aspirants that learning opportunities from globally recognised institutions need not be limited by societal or financial constraints. 

Through upGrad Abroad, aspirants who seek to attain academic qualifications from global institutes or universities can now pursue their dream. This vertical has a diversified portfolio of over 20 programs that comes with the flexibility to complete the first 12 months online, followed by the on-campus learning in the subsequent months, in a 1+2 and 2+2 learning model.

Arjun Mohan, upGrad’s CEO for India, said that while their recently launched upGrad Abroad vertical is a breakthrough, they realised that the bigger challenge is to first reach out to the relevant target audience and create maximum visibility for them to be able to make an informed decision. 

“In this regard, it was extremely critical for us to understand the market sentiment and then make a strong marketing move. And that’s when the decision of joining hands with Amit Ji to further our upGrad Abroad mission, came to life; whose on-screen persona and charm will undoubtedly make heads turn and will leave a lasting impact on the audience, thus hitting the bull’s eye,” added Mohan.

Meanwhile, Suyash Khabya, The Womb’s creative head, shared that over the decades, the world has seen Bachchan on 70mm, KBC on TV, and in numerous ads, which led them to think of other ways on how do they show him differently now. 

“And that’s where the idea of bringing back ‘Angry Bachchan’ struck us. At the shoot, he was as fit as a fiddle even at 80, kicking, punching, and breaking stuff. We’re confident that just like he breaks upGrad’s office in the commercial, the ad will break the clutter,” said Khabya.

The film is now available across upGrad’s digital platforms.

Marketing Featured South Asia

Edtech upGrad launches biggest campaign, commits to ‘fast forward your career’ mission

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.

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.

Marketing Featured South Asia

Edtech upGrad’s latest ad makes online degrees a mainstream phenomenon

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.