Campaign India Team
Feb 10, 2022

UpGrad brings back the donkey ahead of appraisal season

Watch the film conceptualised by The Yellow Shutter and Boathouse Media here

UpGrad has rolled out the latest instalment of its 'fast forward your career campaign'.
The third leg of the campaign brings back the donkey and takes the comical route to show how professionals are seen using a variety of techniques to climb up the corporate ladder, right before the appraisal season. The voice over in the film is provided by actor Vijay Raaz. 
Arjun Mohan, CEO - India, upGrad, said, “Our latest campaign brings out the hard-hitting reality of the corporate world where professionals often rely on their existing skill-sets to retain a competitive edge. Now more than ever, we are witnessing the redundancy of dated skills in the face of ever-evolving job requirements, which is making it tough for our workforce to move beyond the average hike bracket of 4% - 6%. As we approach the annual appraisal season, this tongue-in-cheek workplace humor will further encourage professionals to pursue new-age, outcome-driven education, and hands-on industry skills with upGrad, for charting out a progressive career path, decisively.”
Gaurav Arora, Founder, The Yellow Shutter said, "upGrad as a brand believes in staying creatively bold while figuring out realistic nuances of TG's life and connecting with them. Being a creative production house ourselves, this resonated with us at The Yellow Shutter. We wanted to bring a fresh flavour of creativity while maintaining the essence of the brand campaign from 2020. Thus, we strategically continued with the donkey route however, giving it a witty spin and creating something laugh-worthy yet extremely relatable. Together, we aimed at keeping the creative edge alive while adding unique angles in the visual space to showcase an everyday story with a twist."
Campaign India