Sikkim Manipal University (SMU) has rolled out a campaign consisting of three TVCs for its distance education (DE)courses.
Taking the humour route, each of the films features a protagonist struggling in his or her career.
One film shows 'Hazel from HR' warming her food in slow motion, indicating her career has slowed down.
Another film features 'Mithun from marketing' sinking into the floor of his office cafeteria's, symbolically stating that his career is sinking.
'Ojas from operations' seems like he's walking on a treadmill, in the same place – his career has stalled.
All three of them are saved by their peers, who advise them to pursue a course by SMU-DE to get their career back on track.
Anand Ramabhadran, SVP – Manipal Global Education Services, said, "This campaign taps into a very real and recurrent concern among our audience. It is simple, yet insightful and therefore humanises the brand. SMU-DE is an approachable solution, personified well by the peer advisor in each film. We hope the disruptive visual elements will give us the desired cut-through in a cluttered media environment."
Hayden Scott and Sumit Chaurasia, creative directors, Famous Innovations, explained that they had to be very mindful of the balance between 'fun' and 'silly' because while the films are quirky and humorous, they are also making an important statement. The stated attempt was to do something different and fresh in the category.
The films went live on TV and digital on 16 July. The campaign also consists of a print leg.