GroupMâs global data and measurement-driven media agency Essence has won integrated media agency of record duties for live online learning platform Vedantu in India.
The mandate covers offline and digital media including performance media. Led by Essenceâs office in Bengaluru, the Vedantu business will be supported by the agencyâs practice leads across strategy, analytics, integrated media planning, media activation and advertising operations.
Vedantu's live online learning platform offers both individual and group classes, where teachers are able to provide personalised teaching using two-way audio, video and whiteboarding tools for real-time interaction. Vedantu caters to students from sixth to twelfth grade and prepares them for school board and competitive examinations as well as co-curricular courses.
âVedantu envisions to transform the face of education in India. Our live online learning platform, with some of Indiaâs finest teachers, not only offers a personalised learning journey but also ensures tangible learning outcomes for our students. With the help of technology, content and intent, we hope to make this new way of learning accessible to every child. Towards this endeavour, in Essence, we found a partner that shares our vision, is equally driven by technology and data insights, and has the nimbleness to experiment, learn and grow,â said Shivani Suri, Chief Marketing Officer at Vedantu.
âThe online education sector in India is poised for phenomenal growth in the coming years. Vedantuâs vision of reimagining and evolving the teaching and learning experience, combined with the utilisation of content and technology, is very much in line with our culture of experimentation and shared learning. We look forward to delivering our full-service media offering focused on data, analytics and technology to help accelerate Vedantuâs journey in transforming education,â said Anand Chakravarthy, Managing Director, India at Essence.
This win marks another important milestone for Essence, as the agency continues its rapid growth in India and across the APAC region. Vedantu will be the latest addition to Essenceâs portfolio of clients in India, which include Airtel, Britannia, Flipkart, Google, Honda motorcycles and scooters, UpGrad, Wakefit and Zee5. It further demonstrates the success of Essenceâs approach to working with clients who want to drive transformational change in marketing and support the agencyâs mission to make advertising more valuable to the world.