upGrad, the higher Edtech platform, has taken a clutter-breaking route to launch its new vertical redefining studying abroad - upGrad Abroad. Revisiting the emotions of the 70s, the digital film features the legendary Amitabh Bachchan in his ‘Angry Young Man’ persona, wreaking havoc at the upGrad Headquarters.
Conceptualised by upGrad’s creative agency, The Womb, the ad film aims to reassure parents and young aspirants that learning opportunities from globally recognised institutions need not be limited by societal or financial constraints anymore. Aspirants who seek to attain academic qualifications from global institutes or universities can now pursue their dream through upGrad Abroad’s diversified portfolio of 20+ programs that comes with the flexibility to complete the first 12 months online, followed by the on-campus learning in the subsequent months (1+2 and 2+2 learning model).
Arjun Mohan, CEO - India, upGrad said, “It’s that time of the year when school students are pursuing their higher secondary examinations and parents are evaluating whether or not send their children abroad to pursue higher education, in parallel. While our recently launched upGrad Abroad vertical is a breakthrough, we realised that the bigger challenge is to first reach out to the relevant target audience and create maximum visibility for them to be able to make an informed decision. In this regard, it was extremely critical for us to understand the market sentiment and then make a strong marketing move. And that’s when the decision of joining hands with Amit Ji to further our upGrad Abroad mission, came to life; whose on-screen persona and charm will undoubtedly make heads turn and will leave a lasting impact on the audience, thus hitting the bull’s eye.”
Bachchan added, “Times have really changed. We live in a world where opportunities are booming across all walks of life. There is more scope to learn something new and grow through our experiences. But what does opportunity really mean if we do not capitalise on it? I enjoyed doing this ad film because I want to remind today’s youngsters and their parents that in life appreciating and seizing opportunities is what will lead them ahead. Experiencing learning in newer ways as offered by upGrad Abroad, puts forth such an opportunity where you can access global education at affordable prices, which will help our youngsters add value to their professional journey in the future!”
Suyash Khabya, Creative Head, The Womb said, “Over decades, the world has seen Mr Bachchan on 70mm, KBC on TV and in numerous ads. So, how do we show him differently now? And that's where the idea of bringing back 'Angry Bachchan' struck us. At the shoot, he was as fit as a fiddle even at 80...kicking, punching, and breaking stuff. We felt as if we were reliving the ‘Zanjeer’ or ‘Deewar’ era again. We're confident that just like he breaks upGrad’s office in the commercial, the ad will break clutter.”
Directed by Amit Sharma of Chrome Pictures, the film is now live across upGrad’s digital platforms.
Agency Credits: The Womb Communications
Founding Partners: Kawal Shoor and Navin Talreja
Creative Team: Suyash Khabya, Gunjan Gaba, Paritosh Lonkar and Ankita Sawant
Planning Team: Sneha Raina and Ipshita Khan
Account Management: Heval Patel and Richa Shah
Production House Credits: Chrome Pitcures
Director: Amit Sharma
Executive Producer: Napolean Daniel Amanna & Kush Malhotra
DOP: Ayananka Bose