Noel D'souza
Feb 02, 2024

Wizr strives to pave the path to career success

In conversation with Loveleen Sahrawat, chief marketing officer, Wizr, we delve into the inner workings of the edtech aggregator platform and its inaugural campaign to establish brand awareness amongst audiences

Wizr has rolled out a campaign through which it aims to position itself as a comprehensive aggregator platform with a vision for a more productive world through facilitating learning and growth for every individual. 
 
The platform's mission is to assist career builders in discovering their inherent skills and proficiency levels. 
 
Wizr offers features such as access to courses and universities across India, zero-cost EMI options for course financing, and personalised advice from mentors, industry leaders, and peers. 
 
Additionally, the aggregator platform aims to achieve 100 per cent cost-efficiency by April 2024.
 
Wizr's inaugural campaign comprises four films focusing on empowering adult learners. Conceptualised in-house, these films emphasise the importance of upskilling in today's ever-evolving landscape.
 
The first film (above), titled 'don't be office ka aam, be khass' (don't be ordinary, be special), adopts a lighthearted approach. The protagonist, representing the 'office ka aam' or ordinary employee, amusingly recounts his challenges with promotions, deadlines, and overtime. The film concludes by emphasising Wizr's capacity to empower individuals, enabling them to stay ahead of the curve in their careers.

The second film, 'kya aap chahte hain ki success aap ko stalk kare' (do you wish success stalks you), portrays a man as a rabbit excelling in the promotion race and earning numerous bonuses. The protagonist expresses remorse for leaving friends behind in the corporate world and underscores that joining Wizr for upskilling is the key to having success stalk you.

The third film features an influencer who shares his practice of comparing brands and recommending the best ones to his followers. Using the example of sunglasses, he points out that looking smart might not be cost-efficient. The film concludes with recommending Wizr as the one-stop solution for the best upskilling courses, reducing confusion for the influencer to choose the best one in this category.
 

The fourth film, 'chamcho wale skills chodo, kaam ke skills sikho' (leave behind fawning skills, learn skills relevant to your work), showcases the skills of a suckup, such as gathering gossip for the boss, securing World Cup tickets for the CEO, and unquestioning agreement with management. The film concludes by highlighting that for career advancement, employees need to upskill, and Wizr is positioned as the solution to assist in this endeavour.
 
Campaign India spoke to Loveleen Sahrawat, chief marketing officer, Wizr, to understand the marketing strategy for the ongoing campaign, the plan for changing the perception of the edtech space in the Indian market, and the incorporation of influencers into their strategy.
 
Edited excerpts: 
 
What is the marketing split breakdown for this campaign?
 
We intend to focus on digital channels for the first three to six months, implementing a substantial presence on YouTube and running campaigns on Meta. However, as we expand the platform to a broader audience, our strategy involves venturing into traditional advertising mediums such as billboards and TV advertisements. We also plan to align ourselves with sports properties, particularly in cricket, to enhance our outreach.
 
How does the counsellor model operate on the platform?
 
Currently, we have in-house counsellors who are former ed-tech professionals, providing expertise. As user volumes increase, especially with the onboarding of B2B clients, we plan to establish third-party call centres to handle counselling services. 
 
Will influencers be leveraged to amplify the brand's message?
 
In our current marketing campaign, we have incorporated influencers; however, we are not utilising their platforms at this stage. Over the next two to three months, we are set to leverage influencers' platforms as a significant component of our outreach strategy. Influencers will play a crucial role in our overall plan.
 
Post-covid, there has been scepticism surrounding the ed-tech space. How do you plan to address this and change it?
 
We are actively addressing the post-covid scepticism, starting with the fact that as an aggregator, we inherently address some of these concerns. Furthermore, when our counsellors engage with new learners, we emphasise the unbiased nature of our approach, aiming to instil confidence and trust in the ed-tech space.
 
Source:
Campaign India

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