MUMBAI, INDIA — Riding high on its commitment to delivering meaningful career outcomes, upGrad, Asia’s higher edtech major unveils its latest Ad film highlighting the importance of online degrees as a part of its clarion call ‘Sirf Naam Ki Nahin, Kaam Ki Degree’. The campaign was created and conceptualized by The Womb.
With a host of online degree courses including BA, BBA, BCA, MA, MCA, & MBA from India’s top universities like Chandigarh University, Amrita Vishwa Vidyapeetham (Ahead Online), and JAIN (Deemed-to-be-University), upGrad provides an opportunity to circumvent the COVID-19 impact on the aspirations of Indian students and working professionals who are now looking at an alternative to the offline learning modes of obtaining degrees without compromising on the learning and career outcomes.
Shedding light on the idea of the campaign, Arjun Mohan, CEO – India, upGrad said, “Due to offline education system taking a backseat, there’s a lot of tension and confusion amongst India’s working professionals who are looking to get an acceleration in their careers. The situation is alike with freshers who are worried about a year backlog that might hamper their career growth. Therefore, we aim to strike a chord with our new ad film addressing the fading education dreams of Indian learners to get a meaningful degree amid the Covid-19 situation. We have partnered with the leading universities to provide young India with UGC Entitled, and WES Recognised degree courses to give them a 360-degree university experience online. Post the course completion, we will also assist these learners with career services that involve a paid internship up to 6 months and placement support up to 3 years based on their performance.”
Talking about the campaign, Kawal Shoor, Co-Founder, The Womb added, “COVID’s been a dark cloud on sunny India for more than a year, but it has also brought a silver lining for the education sector. Online education, for long considered a poor cousin of on-campus studying has found relevance across the more serious courses – specifically post-graduate degrees, both in science and management. Now, with upGrad tying up with many universities to provide value-added under-graduate education online, there’s a new opportunity for young students to access high-quality education in their own hometowns, without having to leave to bigger cities as has been the norm. Our campaign borrows from the current reality but also is geared towards positioning online undergraduate education as a powerful alternative to trudging to a nearby big city to access quality education. And also, to nudge them to believe that even online graduation can lead to a ‘Kaam ki Degree’.”
Shot against a scenic Goan backdrop, the commercial poignantly brings about the message through a melodious and captivating jingle vocalized by a group of four friends. The ad film is launched today and will be running in over 50+ TV channels across geographies, along with 360-degree amplifications in other media channels.
Barring the Degree vertical, upGrad, Asia’s higher edtech major offers courses across Data, Technology, and MBA. Its repertoire covers a range of modern specializations within the MBA course including Finance, Marketing, Digital Marketing, Strategy, Leadership, etc. and in MCA which includes Cybersecurity, Artificial Intelligence, etc. The idea is to offer a hyper-personalized, comprehensive one-stop solution to its learners as their trusted LifeLongLearning partner.
CREDITS
Agency: The Womb Communications
Founding Partners: Kawal Shoor & Navin Talreja
Creative Team: Suyash Khabya & Shreyas Manjrekar
Planning Team: Mittu Torka, Kunal Jha & Ishita Agarwal
Account Management: Richa Shah
Production House: Chrome Pictures
Director: Amit Sharma
Producer: Nepolian Daniel Amanna
Director of Photography: Malay Prakash
Music Director: Mago & Mayank (Mikelal)
