upGrad, the EdTech major, has announced signing of veteran actor Amitabh Bachchan as its official brand ambassador.
As part of the partnership, Bachchan will be seen supporting upGrad’s brand value through endorsements and promotions of services offered by the Edtech company, while emphasising the importance of LifeLongLearning for progressive career growth.
In line with upGrad’s overall marketing goals, the latest development will be followed by other events with each having a strong message addressing the higher-ed challenges that persist across the country, at large.
“Education is certainly a very critical space where we are not just offering learning opportunities but are also committing towards nurturing lives and building a future. Therefore, we take responsible marketing very seriously, and in that respect, what better than having a personality like Amit ji’s that carries so much faith and respect,” said Arjun Mohan, CEO - India, upGrad.
“Our marketing strategies are at the core of evolving industry dynamics and therefore, keeping in mind the market sentiments and audience appeal, we have taken a conscious call, which is also aligned with upGrad’s brand value of having a celebrity that resonates credibility and shall have a lasting impact on our viewers. We are elated to have Amit ji on-board and drive future developments which in turn shall further solidify our ambition of positioning upGrad as a household name, wherever they say higher education.”
upGrad had also recently unveiled its marketing campaign #AssNahinAssetBano that captures the essence of what goes around the annual appraisal period in a corporate world to create urgency amid professionals who have parked upskilling for an indefinite period.