Edtech player Lead, which recently rebranded itself from Lead School, has unveiled its new campaign, which shows a discussion between parents about how the Lead-powered school their ward attends is helping him think holistically and in a smarter way.
Speaking about the idea behind the campaign, Anupam Gurani, CMO, Lead, said, “When it comes to decision making about the school, the primary decision maker eventually is the parent. Each successive generation of parents want to provide better education to their child then what they probably got. Our target audience is small-town India, where high quality education still has not reached. That's what we are, we are trying to address as a business.”
“Typically, if you look at most of the education or tech companies, a lot of them focus on talking about or focus on children. If you look at our communication, the hero of the communication throughout is the child. However, he's not there because it is the parents who are talking about the child.”
The campaign has been conceptualised by TBWA and directed by Nitesh Tiwari.
Gurani said Parixit Bhattacharya, Chief Creative Officer at TBWA India, who heads the account, presented and simplified the campaign in a very cool way.
The film is live on national television, including all GEC, movie and news channels.
Television alone is giving them access to almost 70% of the core TG, he said. They are also leveraging their social media channels where the movie is live and active.
The brand is focusing its efforts on informing parents about Lead-powered schools around them and sending their kids there. Their next campaign will be about creating the largest scholarship programme in India for partner schools. They plan scholarships for students around the admission cycle period from December to March on a merit basis.
Speaking about what pushed him to accept the project, Tiwari said he normally does not take up too much work. But now and then when something that appeals to him in a personal way comes up, he makes an extra effort to take it up. He said he is glad that he was chosen for a project that appealed to him on such a personal level.
Tiwari said like all the parents, his priority is his 11-year-old twins, the same age as this commercial, which is trying to capture the early, performative years of learning. “For me after health, education is the second most important thing and I am a very hands-on father. So I always make sure that I know what my kids are learning. I'm always there for the parent-teacher meetings. I'm always there to discuss when the feedback is given to the parents. There is a great joy for parents if they become a part of the child’s growing years.”
“It’s not about just getting information; it's also about becoming a part of their learning. It's also about having the satisfaction or the pride of knowing that your kids are getting the correct education, or getting an education that is beneficial to them in the long term,” he added.
Tiwari said the script by TBWA and their creative team was written in a fashion that he found very familiar. “Sometimes if there is a setup that is not familiar to me, I have to work hard to familiarise myself with it so that I can do justice to the script. However, when I saw this, I said this is our story, (Nitesh and his wife). This is how my wife and I talk about our kids. I was already into the script because I was borrowing from my own experiences,” he added.
How did Lead School become Lead?
The company—which rebranded itself as Lead and today provided tools and technology to traditional schools across the country to transform themselves—was earlier a chain of schools.
Gurani said the founders of the company aimed at providing quality education in deprived areas and started five schools in Maharashtra. Over time, they realised that opening new schools every time can become a limitation and will not allow them to influence a lot of people.
“Hence they decided to empower the existing schools because then there is a huge ecosystem of schools available. Then from being a Lead School, we became a company that was empowering schools.”
“Now, we have a network of over 2,000 schools across the country and by the end of this financial year, we might partner with around 5,000 schools. We are present in about 60% of districts of India,” Gurani said.