Byju’s, an official partner of the 2022 FIFA Men’s World Cup in Qatar, activated its tie-up through a campaign called ‘Someday’ which features Indian football fans hoping that the nation eventually makes it onto the global soccer stage.
‘Someday’, which was conceptualised by the brand’s in-house team, was spearheaded by a hero spot offering a glimpse of patient hope for Indian football supporters.
The lead commercial showcases how fans across the country will celebrate when India finally makes its debut appearance, scores its first goal and wins its first game on the biggest sporting stage of all – the FIFA World Cup.
As the ad states: “The journey from ‘Someday’ to ‘Day One’ is filled with hope, dreams, and learning. Every day we spend learning to get better, takes us closer to our goal of being the best. And we believe, we are not far away from the day when the whole world will chant, “India! India!”. Until then, here’s to mastering the art.@
Titled ‘BYJU’S X FIFA World Cup | Someday’, the hero ad dropped on 20 November and was posted across the company’s digital and social platforms and also ran on TV.
“What sportspersons learn on the field are vital lessons that guide the entirety of their journey in life,” explained Byju’s VP of Brand & Creative Strategy Vineet Singh. “At Byju’s, we are champions of all forms of learning both inside and outside the traditional academic system. Through this film, we pay homage to the millions of football fans in India and tip our hats to their determination, strength and spirit to learn. We are certain this passion will someday translate to India sharing in the international football spotlight.”
The campaign was conceptualised and created by Byju’s in-house brand team which included VP Of Brand & Creative Strategy Vineet Singh, Writer & Director Vishal Sagar, Creative Supervisor Ajinkya Ketkar, Art Directors Jaipal Singh and Bhawna Chandra, Project Managers Anil Kumar and Sunakshi Sood, plus a digital and social team which included Adityan Kayalakal, Nidhi Daiya, Bhakti Jaiswal, Ron Bhuyan and Nishita Shah.
The production house was Dora Digs Films with Executive Producer Akshay Shah, Producer Muskan Singhal, Assistant Director Vinayanak Dubey, Director’s Assistant Payal Nagpal, DoP Shubham Sharma and Music Director Sneha Khanwalkar.
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This follows Byju’s Qatar 2022 ‘Goal To Goal’ online video series and its marketing with recently appointed brand ambassador Lionel Messi focusing on promoting its social impact arm ‘Education for All’ which kicked-off on 8 November with ‘A Letter To Lionel Messi’ and ‘From India To The World’.
Byju’s, an Indian multinational educational technology company headquartered in Bangalore and founded in 2011 by Byju Raveendran and Divya Gokulnath, is currently valued at US$22bn and boasts more than 115m registered students.
Sports is often a key component of the marketing mix in India’s EdTech category and other examples range from ExtraMarks’ soccer tie-up with Arsenal FV, to Unacademy’s cricket marketing with MS Dhoni, Tendulkar and its ‘Learn From Mistakes’ campaign.
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