Aakash Educational Services Limited (AESL), which provides comprehensive test preparatory services, has announced the appointment of cricketer Yuvraj Singh as its brand ambassador.
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The cricketer has come on board to help promote the company and its various brands, including Aakash Institute, Aakash IIT-JEE, Aakash Digital and Meritnation. As the face of Aakash, Singh will lead the brand's latest omni-channel 'Success is waiting' campaign for Aakash Digital.
The ‘Success is waiting’ campaign, conceptualised in partnership with Cheil India, the creative agency of AESL, will be for students re-appearing for medical and engineering entrance examinations. It intends to inspire such students to give it another shot and will be visible through the digital medium.
Singh was the ideal fit to drive home the message effectively as the company needed an inspiring comeback story of a sportsperson, with the core messaging of ‘come back stronger’. With cricket being the most widely followed sports in the country, the communication has been designed around the comeback story of Singh. He has been an inspirational figure for many Indians, first through his successful cricketing career, then his battle with cancer and his inspirational comeback and now with his humanitarian initiatives.
Aakash Chaudhry, Director and CEO of Aakash Educational Services Limited (AESL), said, “We are pleased to make Yuvraj Singh a part of the Aakash family. We believe that every student gives their best shot during these critical examinations but we also acknowledge the fact that one does not taste success every time. We want to make the students understand that we not only stand with them in their struggle but also understand their weaknesses and are ready to work on them with the support of the aspirants. Striding on Yuvraj’s popularity amongst the youngsters and his path-breaking success story and inspiring comeback, we are sure that he will inculcate the route to celebrate failure while bouncing back with all the more determination, strength and focus.”
The film unfolds as a long walk with Singh capturing the protagonist’s highs and lows in lives. At relevant moments, he walks past a set of cricket stumps uprooted, past trophies and medals, past pictures of his fans screaming for his autograph, newspaper headlines that speak of his not being part of the team, etc. Interspersed with the shots, we see school kids studying, looking into a mirror with determination or at times looking unsure. The film motivates students to resume their journey on the path of success with renewed vigour.
Singh said, “I connect with Aakash as they train students to never give up and offer a helping hand to them in cracking such tough entrance exams. The theme of the film too in a way mirrors the journey of my life. I have faced many ups and downs. Through the film, I want to tell the students that when the world calls you a failure, you call yourself a success. Find a coach who will have more faith in you than he would have in himself. And I assure you that once that happens, there is no looking back.”
Owing to the current scenario and shorter preparation cycle available to the repeaters, digital format is the most preferred medium among students. Aakash Institute aims to help students in their quest to achieve academic success. It has a centralised in-house process for curriculum and content development and faculty training and monitoring, led by its National Academic Team. Aakash Educational Services Limited (AESL) prepares students preparing for medical and engineering entrance examinations, school/board exams and competitive exams such as NTSE, KVPY, and Olympiads.
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