Aakash Byju's partners with Outdoor Advertising Professionals to invite applications for ANTHE 2022

Aakash Byju’s and advertising agency Outdoor Advertising Professionals (OAP) joined hands inviting applications from enthusiastic learners (students) for Aakash National Talent Hunt Exam (ANTHE) 2022. 

Announcing the annual talent hunt, OAP placed an immersive installation in the shape of a real-life rocket at Mumbai’s Bandra Bandstand. The installation by Aakash Byju’s aims to mesmerise onlookers with rocket installation at the sea-facing amphitheatre. The play of light and sound accompanying the rocket installation is a great outdoor marketing strategy to gain parents’ and students’ attention.   

Rocket installation is symbolic of ANTHE Aakash Byju’s being the medium to fulfil the educational and career aspirations of millions of young students. The annual flagship scholarship exam opens up the doors of opportunities for promising students who dream of becoming doctors and engineers.  

The scholarship winners bag a trip to NASA. ANTHE 2022 kick-starts on November 5, 2022.

It was last year that Aakash Byju’s rolled out the initiative where deserving students win a trip to NASA. The objective of the initiative is to provide students with real experience outside the classroom. It is to encourage students to understand concepts in real-time going beyond academic syllabi and books.   

The rocket installation is a part of a larger OOH campaign conceptualised and executed by OAP for Aakash BYJU’S 

James Varghese, COO - BTL at OAP (who oversaw the campaign management), said, “Our approach had to be all about precision targeting with minimal wastage. We adopted three Cs as part of the 4C approach. We pursued Cover and Catchment using roadside media mix like billboards, gantry, bus shelters, LED screens, and bus, train and cab branding. Then Captive comprised cable and cinema, airport display, mall display, railway station adverts, and festive branding.”  

“Another key focus area was to provide the client with live and on-the-go campaign performance numbers. Using ProLocator our outdoor planning and measurement tool we were able to provide site-wise reach, frequency and impressions- the essential elements of campaign ROI,” said Varghese.   

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