upGrad unveils #KaamKiDegree campaign with its MBA offerings for working professionals

The pandemic has resulted in a demand for online upskilling, resulting in an upsurge within the MBA vertical. Online higher education company upGrad has launched an ad film conceptualised by The Womb focusing on its management vertical.

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Shot remotely, the ad reflects on the nostalgia of the quintessential childhood game of musical chairs. It puts the spotlight on the dearth of seats for MBA degrees from ‘good’ universities, reinforcing the brand positioning of Sirf naam ki nahin, kaam ki degree.

Arjun Mohan

Arjun Mohan, CEO, India, upGrad, said, “Our Donkey ad, owing to its bold messaging, was received well by our target audience and saw tremendous traction among users. We have been able to translate the traffic into revenue, especially our management vertical, which has seen an uptake for MBA programmes. Therefore, with an overall intent to reach out to a wider set of audience, who look at pursuing an MBA as a viable career proposition. We have come up with a brand new narrative that is designed to strike a chord with our consumers.”

“We’ve been constantly working on evolving the brand to reflect the changing expectations and needs of our consumers, and, therefore, the new ad film will help us strengthen our foothold and brand imagery across the higher edtech sector,” Mohan said.

Navin Talreja

Navin Talreja, Co-Founder, The Womb, said, “It is a poignant take on the education system and admissions infrastructure in the country which is enabling the growth of the edtech industry. The ad through its nostalgic appeal, we believe, will connect with students who despite being good do not get opportunities to pursue their dream education. We were over the moon when we heard the idea and are confident it will work from the perspective of business growth for upGrad as well.”

Suyash Khabya

“I am confident, this is one of the deepest insights we will see in Indian advertising for a while. It’s rooted in culture and reality. In the deft hands of Prakash Varma (Director, Nirvana Films), we were sure the execution would push it further. So when he suggested sticking to the core and keeping the purity of thought intact, we were more than happy to go with it. The music, the voice, the stark set-up, the costumes, the slow-motion…it's drama yet un-dramatic,” said Suyash Khabya, Creative Head, The Womb.

The ad highlights the MBA offerings of upGrad with national and international universities like BIMTECH, O.P. Jindal Global University, NMIMS Global Access, Liverpool Business School, and Deakin University in the areas of marketing, finance and banking, etc.

Credits:

The Womb Communications

Founding Partners: Kawal Shoor & Navin Talreja

Creative Team: Suyash Khabya, Arnab Manna & Shreyas Manjrekar

Planning & Research Team: Mittu Torka, Kunal Jha & Ishita Agarwal

Account Management: Heval Patel & Richa Shah

Production House Credits: Nirvana Films

Director: Prakash Varma

Executive Producer: Sneha Iype

Producer: Nandini Gowda

Director of Photography: Mohammad Rubais

Production Designer: Ajay and Vipin, Patanga Arts

Director’s Assistant: Swaroop Kumar

Assistant Director: Nitya Misra

Line Producer: Mahesh Roy

Unit Production Manager: Parag Rane

Music Director: Karan Kulkarni

Voice: Swanand Kirkire

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