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Tatvic Analytics bags upGrad's Rs 75 crore digital marketing mandate

The consulting firm will be responsible for strategising and implementation of data-driven marketing campaigns over the brand’s digital channels and programmatic space

upGrad has appointed Tatvic Analytics as its digital marketing consulting firm to strategise and implement data-driven marketing campaigns over the brand’s digital channels and programmatic space. The account size is worth Rs 75 crore.

“Understanding our consumers’ needs and catering to them has always been our priority, and Tatvic demonstrated the potential to deliver on our learner centricity. It is through a rigorous and robust screening process that we decided to onboard Tatvic as our digital analytics consultants. Their team is highly capable and is well aware of the latest industry trends which allows them to hit the ground running, which is exactly what we need at the moment to launch upGrad’s biggest marketing campaign in the calendar year 2020,” said Mayank Kumar, Co-founder and MD at upGrad.

upGrad is India’s largest online higher education company, basis gross revenue generated from the Indian market.

Commenting on the win, Ravi Pathak, CEO and Co-Founder, Tatvic Analytics, said, "We are excited to partner with upGrad since we share their belief in data-driven marketing and their fierce commitment to focus on driving customer value using marketing data. It is very inspiring to work with a team like upGrad that has an advanced digital maturity and knows exactly where they are headed to be future-ready. In this journey, we are here to ensure that together at upGrad, we achieve the nirvana state of the perfect new-age marketing mix at that sweet spot of intersection between machine learning, analytics and marketing."

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