Pearson has rolled out a campaign #PrepareWell featuring its newly appointed brand ambassador, actor Vicky Kaushal to drive higher brand resonance.
Conceptualised by Bang In The Middle, the film aims to strike a chord with students across the country to resonate with their spirit of learning. Kaushal shares how his biggest strength as an actor is preparation. He ties this philosophy of preparedness with digital learning solutions and content available on Pearson, which enable students to navigate uncharted territories.
Siddharth Banerjee, managing director- India and Asia, Pearson, said, “Today, Pearson is in the middle of significant business transformation with a vision to become a digital-first, direct-to-consumer brand and build a holistic education ecosystem in India. As we evolve our growth strategy to further sharpen our focus as a consumer-centric company, we want to build more meaningful and personal brand relationships with our audiences. We are working to ensure that consumers are at the heart of everything we do. Whether they’re aiming for higher studies or better careers in the future, we know that Indian learners today demand a world-class learning experience to accelerate their career pathways. Therefore, through our rich, credible, and personalised content, we are fueling their dreams and helping them #PrepareWell at every learning touchpoint throughout their lives.”
Prathap Suthan - co-founder and chief creative officer, Bang In The Middle, said, "It has been a wonderful experience working on the Pearson campaign. Through this exciting brand film, we have tried to ensure that we create communication that diffuses the hyperbole in the prevalent education advertising. Keeping it warm, believable, and in a genuine space despite Vicky’s celebrity presence. The preparation and studying process that precedes the challenges of any exam is sombre and very personal. Yet the most important and unspoken part of getting ready - like the prepping that precedes an actor’s training for a specific role or shoot remains in the shadows. Our attempt has been to quietly bring out the proven and globally recognised legacy of Pearson’s expertise to complement the preparation rigmarole of India’s students. Minus any loud gimmickry."