upGrad addresses the stereotypes against 'online courses'

UpGrad has rolled out a campaign titled ‘fast forward your career with online courses from upGrad’.

 

Conceptualised by The Womb, the campaign consists of four films which dramatises a career journey between three college friends. The main film shows how a lady is joining a company to head a department which consists of the two friends.  

 

The story further continues through three more films.

Arjun Mohan, CEO - India, upGrad, said, “At upGrad, our core belief has been to offer the working professional community best-in-class opportunities with regards to universities, faculty, and placements, since both career growth and success depend on these tenets. The campaign aims to bring out this differentiated positioning of the brand in the higher edtech industry. While our past campaigns have helped us create significant awareness and establish upGrad as an online higher education leader, we now wish to push the envelope further and build preference for the brand, especially among a large set of ambitious working professionals who are looking for meaningful career growth, faster.”

 

Navin Talreja, co-founder, The Womb, said, “After landing a job, many working professionals find themselves stuck in the same job role without any growth and not much of a salary hike. While the want to study is present, their fear of losing regular income, and the insecurity of perhaps not landing a good job makes them believe that a linear growth cycle in sub-optimal positions or organisations is their only option. This campaign seeks to shake these working professionals out of their career inertia and position upGrad as a viable option that facilitates strong career outcomes in a contemporary, relatable, and engaging manner.”

 

The campaign is running across television and digital. 

 

CREDITS:

Creative agency: The Womb Communications

Founding partners: Kawal Shoor and Navin Talreja

Creative team: Suyash Khabya and Shreyas Manjrekar

Planning team: Abhishek Hariharan and Ipshita Khan

Account management: Heval Patel and Richa Shah

Production house: Breathless Films

Director: Vinil Mathew

Executive producer: Swadha Kulkarni