Lead has rolled out a campaign to highlight visible learning outcomes of students studying in their associated schools.
Conceptualised by TBWA\ India, the films highlight how Lead provides students with practical learning methods that distinguishes itself from old, lecture-based passive modes of teaching.
The first film, ‘Syllabification’ features two fathers bonding over the right way to pronounce big English words by breaking them up into syllables. The film highlights the advantages of Lead's flagship programme, ELGA (English Language and General Awareness).
The second film, ‘Aloo Se Electricity' (electricity from a potato), shows a dad who says he would have been a scientist and inventor like his kid, if only he had the opportunity to study in a Lead powered school when he was growing up. The film is built around the innovative ways in which science is taught through Lead through a ‘learn by doing’ approach.
Anupam Gurani, chief marketing officer, Lead, said, "The pandemic continues to impact all of us, especially those belonging to the lower economic strata. There are plenty of students who have not gone to school in the past 20 months and this has resulted in severe learning gaps. This is where Lead comes in. We are building India's largest network of schools that provide an International standard of education at an affordable price. Through this campaign, we want to help parents find the right Lead powered school in their vicinity, thereby bridging student learning gaps and enabling parents to provide world-class education to their child, right in their hometown."
Govind Pandey, CEO, TBWA\India, said, “Lead is leading a movement in India to provide access to a world-class education to as many kids as possible regardless of which town or city they are studying. We see many progressive and proud parents joining in and giving their kids the foundation that opens all kinds of possibilities for them in the future. This campaign reflects this and invites more and more parents to join this movement.”
Parixit Bhattacharya, managing partner, TBWA\India, said, “There is nothing more reassuring for a parent than seeing their child display clear, visible signs of learning. Fortunately, for parents who have enrolled their children at a Lead powered school, this is an everyday reality. We wanted to dramatize this through the new campaign while keeping true to the insight that seeing their kids learn so well can cause a tinge of jealousy while they are flushed with pride.”
The film is rolled out across television, digital and BTL.