upGrad gets Amitabh Bachchan as brand ambassador

Launches a campaign #AssNahinAssetBano

Feb 28, 2022 08:13:00 AM | Article | Campaign India Team

upGrad has announced the appointment of Amitabh Bachchan as its brand ambassador. 


Bachchan will be seen supporting the brand’s value through endorsements and promotions of services offered by the edtech platform, while emphasising the importance of lifelong learning for progressive career growth. 


Along with this partnership, upGrad has recently unveiled its marketing campaign #AssNahinAssetBano (don't be an ass, be an asset) capturing the essence of what goes around the annual appraisal period in a corporate world, to create urgency amid professionals who keep upskilling on hold for an indefinite period.


Arjun Mohan, CEO - India, upGrad, said, “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 seriously, and in that respect, what better than having a personality like Bachchan’s that carries so much faith and respect. 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 Bachchan’s 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.”