The campaign comprises three TVCs showing how the education portal makes learning fun. Infectious has been set up by Ramanuj Shastry and Nisha Singhania
BestMediaInfo Bureau | Delhi | April 25, 2013
Infectious, the new startup of Ramanuj Shastry and Nisha Singhania, has just released its first campaign forÂ UBQOOL.com, an education portal. The campaign comprises three TV commercials showing how the site makes learning fun and easy for kids to master tough subjects like Mathematics, Science and Geography.
UBQOOL believes that every child deserves a world class education and the portal makes it possible with the largest online collection of learning material from national and international publishers.
It may be recalled that Shastry was former Chief Creative Officer of Saatchi & Saatchi, while Singhania was General Manager.
The campaign appeals to parents to partner their kids in learning rather than just passively following up. The campaign uses actor Juhi Chawla, who is a mother and co-promoter of UBQOOL.com, as brand ambassador. The campaign is simple in its approach, convincing and communicates the brand message effectively.
Debu Mishra, Director, UBQOOL, said, "Infectious brought to the table their understanding of consumer behaviour and helped us reposition the brand. The campaign is all set to bring in some freshness into a segment, which hasn't really been innovative. Our partnership will build upon it as we grow."
Talking about the campaign, Nisha Singhania said, "We wanted to appeal to the 'Tiger Moms' who are keen to see their children succeed but are helpless bystanders because of the wall created between them and their children by the system of formal education."
Ramanuj Shastry added, "The creative idea was to celebrate the joys of learning together. Parents are the best teachers and UBQOOL.com gives the mantle back to them.â