Great Learning, an edtech company for professional education, has launched its first television campaign, ‘Power Ahead’, highlighting the importance of lifelong learning and showcasing how upskilling in a defined field at the right time can help professionals power ahead in their careers.
It has been conceptualised and directed by Abhijit Avasthi from Sideways and Prasoon Pandey from Corcoise Films. Through this campaign, Great Learning aims to amplify the importance of upskilling as a necessary step towards career progression in the digital economy.
The advertisement emphasises the fact that just good performance is no longer enough for career advancement. Targeted at young professionals and college students, the ad film revolves around two friends who were once batch mates and now colleagues. One of them has raced ahead in his career to become the other’s boss with the help of continuous upskilling. In a comical way, the protagonist makes the point that he is ahead in his life as he can do today, what his friend hopes to do tomorrow. The idea being, those who upskill at the right time without procrastinating will climb the career ladder faster, as superior roles require superior skills.
Hari Krishnan Nair, Co-founder, Great Learning, said, “Lifelong learning is the new normal for all knowledge workers today. One cannot hope to grow in their careers without learning new skills on a regular basis. In fact, the willingness to learn and upskill is a key parameter that companies are looking for when hiring professionals today. With ‘Power Ahead’, we intend to encourage professionals to aim high, upskill regularly and keep themselves prepared for the big opportunities. Through this TVC, we are engaging in a dialogue with our customers, in a language and context that they will relate to — while communicating our core mission to make professionals proficient and future-ready.”
Avasthi, Sideways, added, "I am really excited to lay the foundation for the Great Learning brand story. With the world changing so rapidly, in the coming years, upskilling is going to be crucial for India and its workforce. Our story brings alive an absolute truth — 'growth only comes from learning' — in a relatable manner that most of us have encountered at some point. I believe in an inward looking, degree-obsessed category, this film is a breath of fresh air."
Pandey said, "It was deeply satisfying for me to work on this film because it is a really sensitive story about a great friendship in the backdrop of career enhancing programmes that could actually propel friends into very different orbits."
The TVC will be aired for 4-5 weeks across leading national GEC, news and sports media. The presence will be further extended by leading video platforms the digital front to reiterate the positioning of Great Learning as the go-to destination for upskilling and acquiring higher education.
Great Learning has delivered over 25 million hours of transformational learning that has empowered 300,000+ learners by helping them upskill in technologies like artificial intelligence, machine learning, data analytics, cloud computing, cybersecurity, digital marketing, etc. In March 2020, Great Learning also launched its free learning resource, the Great Learning Academy, to help professionals to upskill themselves. Over four lakh learners have already benefited from the platform, including employees from 700 global and Indian MNCs and PSUs as well as students from over 1,000 universities and colleges, including IITs, IIMs, and NITs.