upGrad has unveiled the first leg of its brand new campaign #RahoAmbitious with the launch of two TV commercials. The TVCs revolve around upGrad’s aim to rekindle the spirit of ambition and passion for learning among today’s working professionals.
This campaign conceptualised and executed by Tilt Brand Solutions will connect with customers across all touchpoints such as television, print, digital and social media. The 360-degree integrated brand campaign commences with the launch of two TVCs that will be aired across 70 channels, including Hindi and other vernacular languages, across India. The brand campaign is set at a Rs 175-crore budget.
Education in India is typically associated with discipline and seriousness and is yet to become a part of the popular culture. To break this taboo tied to education, upGrad has onboarded content creators The Viral Fever (TVF) and FilterCopy to shed light upon the campaign within the digital sphere. Such light-hearted, relatable and humorous content will narrate the relevance of education in various walks of life and showcase how impactful online education has become in today’s day and age.
The print campaign will also be spread across India in English and regional languages tapping into a wider readership of tier I and tier II cities.
Mayank Kumar, Co-Founder and MD of upGrad, said, “With upGrad Raho Ambitious, we embark upon a new journey to provide 1 million working professionals with better learning sphere and equip them with a perfect blend of business acumen and technical capabilities at the same time. The campaign reiterates upGrad’s core belief of outcome-based learning through emotional messaging and real-life career transitioning journeys of learners. Such a two-fold approach will not only break the stereotypical notions attached to education, but also reignite viewers hidden ambition.”
In addition to this, upGrad has also introduced freshly curated content with its new video series to be launched soon on the upGrad App. The new app will be available on Google Play and YouTube. The videos entail tailor-made content focused on the brand’s key narrative of lifelong learning. Divided into 100 episodes of 5 minutes each, upGrad aims to solve the three biggest problems faced by professionals while adopting a new habit, especially when wheeled towards lifelong learning-lack of time, lack of money, and lack of intrigue. The content would be free in its initial phase, available for streaming on the upGrad Android App and YouTube, which will also later be available on subscription basis, provided viewers discretion. Apart from this, the brand has also launched ‘upGrad Stand-up Books’ which also features Vicky Kaushal, the face of upGrad, summarising his life lessons and ‘Lifelong Learning’ from the books he had read in the past in a quirkiest way.
The 4 digital testimonials have been conceptualised and executed by Venky Puthran, a game designer turned writer and director from Mumbai. Puthran has carried out various promotional campaigns for brands and production houses like Jio MAMI Film festival, Fox Star Studios, Red Chillies, Yash Raj Films, UTV Motion Pictures, Disney, Asian Paints, Nerolac and Tata Motors.
With this new initiative, upGrad is set to leave its imprints in the minds of consumers and is moving one step ahead to change the way education is imparted across India.
Founded in early 2015, upGrad offers online programmes for working professionals. In a span of around five years, upGrad on-boarded over 21.5K paid learners and impacted more than 370K individuals globally.