Campaign India Team
May 04, 2022

upGrad makes blockchain Kiran a priority during an office fire breakout

Watch the film conceptualised by The Womb here

upGrad has rolled out a campaign to showcase the value of upskilling across various technology domains.
Conceptualised by The Womb, the film highlights the value of techies in corporate organisations, and the need for upskilling across technology domains through courses powered by upGrad. The film showcases the mayhem that ensues when there is a fire in the office and how the team decides to rescue Kiran, a skilled blockchain technology employee. 
Ankit Khirwal, head of marketing, upGrad, said, “We can no longer pretend that skilling is not important, especially in the field of technology, where human-machine interactions, Web 3.0, brand building in Metaverse are happening as we speak. Following this trend, we have witnessed an increase in interest from women coders for our tech offerings across blockchain, FSD, DevOps, cybersecurity, and more. Therefore, to encourage them further to upskill and fast forward their careers, our digital campaign will undertake a micro-targeting approach, to showcase the right offering to the right viewer based on their interest and profile, to help them navigate their upskilling solutions.” 
Suyash Khabya, creative head, The Womb, said, “When there’s a fire in the office, who will you save? Yourself, your boss or the most important employee in the office? That’s the premise Gunjan cracked when thinking of this campaign. The chaos added to the drama, the twist added to the fun, and thus, we found a creative way of highlighting the importance of tech courses in today’s world.” 
Agency: The Womb
Client: upGrad
Founding partners: Kawal Shoor and Navin Talreja
Creative team: Suyash Khabya, Gunjan Gaba and Paritosh Lonkar
Planning team: Sneha Raina and Ipshita Khan
Account management: Heval Patel and Richa Shah
Production house: Chrome Pictures
Director: Roopali Singhal
Producers: Napolean Daniel Amanna and Kush Malhotra
Campaign India

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