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Lowe Lintas gives Tata Interactive a 'ClassEdge'

With the company entering the interactive school learning products market, the agency used 'better teachers make better students' as the communication plank

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Lowe Lintas gives Tata Interactive a 'ClassEdge'

Lowe Lintas gives Tata Interactive a 'ClassEdge'

With the company entering the interactive school learning products market, the agency used 'better teachers make better students' as the communication plank

Ananya Saha | Delhi | February 7, 2012

publive-imageIt goes without saying that high potential segments are generally very cluttered, and run of the mill communication makes it difficult to distinguish the offerings. The education and learning category has seen a number of brands hitting the market over the past few years, but none of them has really taken off in a big way. Tata Interactive Systems, which entered the high potential, interactive school learning space, wanted a clear communication aimed at creating 'better teachers' on the premise that it is they who create 'better students'.

The 30-second TVC has been conceptualised by Lowe Lintas. The tag line 'Better teachers make better students' is the creative idea driving the brand communication for Tata ClassEdge.

“Most of the prominent brands have attempted to project their products as a mere audio-visual aid that makes learning entertaining for children. But Lowe Lintas has chosen a strategically different path for Tata ClassEdge,” Arun Iyer, National Creative Director, Lowe Lintas, said.

He added, “Only a brand like Tata could have taken such a broad stance on the category – that it takes a better teacher to create a better student. I personally think that it is a great positioning for the brand.”

Lowe Lintas's exploration of the value chain revealed that if the segment is to open up, 'teachers' would be the primary users of the product, and they would determine its success by actively seeking it.

“This fundamental belief led us to define the brand's ideology as 'Better teachers make better students'. This is also the creative idea that drives the brand communication for Tata ClassEdge,” said Sanjaya Sharma, CEO, Tata Interactive Systems (TIS).

Rajesh Shethia, Head of Sales and Marketing, TIS, said, “We wanted to showcase that teachers are at the core of the education process. It is only through teachers that the students learn. Since we specialise in providing hardware and content through ClassEdge to schools in India, the brief given to the agency was to execute this idea. And they have done a remarkable job.”

In the last 10 days that the TVC has been on air, enquiries for the TIS product have risen by over 200 per cent, informed Shethia. The company is also looking at co-creating online and on-ground initiatives such as events aimed at all the four stakeholders of the product – teachers, principals, students and parents – with Lowe Lintas. The process is in the “initial planning phase”, he added.

The advertisement was shot in Mumbai at St Andrews School in Bandra.

The TVC:

Credits:

Creative team: R Balki, Arun Iyer, Samrat Dasgupta, Hemant Chonkar

Planning: S Subramanyeswar, Sujit Patnaik

Business: Raj Gupta, Vivek Parasuraman, Manveen Ahuja, Pranav Mehta

Producer: Lintas Productions – Anil Naidu, Prashant Gaikwad, Rajesh Bhanushali, Tulika Sodera

Director: Amit Roy

Ananya@BestMediaInfo.com

Info@BestMediaInfo.com

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