Edtech player, upGrad, has unveiled a campaign that looks to highlight the importance of online degrees. The film positions upGrad as a player that helps students and working professionals with ‘Sirf naam ki nahin, kaam ki degree’ (Not just a pointless degree but a meaningful one, too).
The Womb has conceptualised the campaign.
Arjun Mohan, CEO – India, upGrad, said, “Due to the offline education system taking a backseat, there’s a lot of tension and confusion amongst India’s working professionals who are looking to get an acceleration in their careers. The situation is alike with freshers who are worried about a year backlog that might hamper their career growth. Therefore, we aim to strike a chord with our new ad film addressing the fading education dreams of Indian learners to get a meaningful degree amid the Covid-19 situation. We have partnered with the leading universities to provide young India with UGC-entitled, and WES-recognised degree courses to give them a 360-degree university experience online. Post the course completion, we will also assist these learners with career services that involve a paid internship up to six months and placement support up to three years based on their performance.”
Added Kawal Shoor, co-founder, The Womb, “Covid’s been a dark cloud on sunny India for more than a year, but it has also brought a silver lining for the education sector. Online education, for long considered a poor cousin of on-campus studying, has found relevance across the more serious courses – specifically post-graduate degrees, both in science and management. Now, with upGrad tying up with many universities to provide value-added under-graduate education online, there’s a new opportunity for young students to access high-quality education in their own hometowns, without having to leave to bigger cities as has been the norm. Our campaign borrows from the current reality but also is geared towards positioning online undergraduate education as a powerful alternative to trudging to a nearby big city to access quality education. And also, to nudge them to believe that even online graduation can lead to a Kaam ki degree.”
Agency: The Womb Communications
Founding partners: Kawal Shoor, Navin Talreja
Creative team: Suyash Khabya, Shreyas Manjrekar
Planning team: Mittu Torka, Kunal Jha, Ishita Agarwal
Account management: Richa Shah
Production house: Chrome Pictures
Director: Amit Sharma
Producer: Nepolian Daniel Amanna
Director of photography: Malay Prakash
Music director: Mago & Mayank (Mikelal)