To promote its mobile learning app for students, Byju’s has unveiled a campaign that speaks of the love for learning among students.
Conceptualised by LinEngage, the film shows children from different age groups speaking about 'love'. They're blushing as they recount their 'first experience'. One of them says, 'We hated each other in the beginning', while another child says, 'It used to drive me mad'. 'My friends tease me, but I don't care' opines yet another child featured. One of the boys adds, 'My mom dad know about it and they're very happy for me'. It's then revealed that the children in the film are talking about subjects they're learning on the Byju's app. The voice over says, 'Come fall in love with learning, with Byju's' the learning app'. The film ends with a video demonstrating the ease of learning using the app, with the case of the Pythagoras theorem.
Pravin Prakash, VP – marketing, Byju’s, said, “Despite their hard work and aggressive approach towards studies, students often find it difficult to grasp certain theories and equations. The effort at Byju’s is to simplify the learning experience and make it a simple affair for them. The USP of the brand is that it does not teach, but makes the students understand by bringing the concepts to life so that the kids get addicted to learning. This helps them gain conceptual clarity thereby making them love their subject.”
From the agency, Amar Singh, ECD, said, “We were blown away by the simplicity with which Byju’s could transform complex problems into simple ones. The task was to communicate that message to the young TG comprising students and what better way than getting the students themselves to express their love for the subjects they adore. All this was possible due to the learning app from Byju’s that helps demystify content and urges students to have fun while they learn.”
The campaign is currently on air and will also be on digital and radio channels.
Agency: LinEngage/Lowe Lintas
Creative: Amar Singh, Akash Das, Rajesh Doraiswamy, Ameya Kovale, Shalini Avadhani, Prakhar Deogirikar, Pankaj Kharode, Vitthal Kusumkar
Business: Indraneel Ghosh, Poonam Kishinchandani
Production house: Rising Sun films
Director (film): Kopal Naithani
Agency producer: Nayan Sarmah
Producer: Supriya Macwan