As the England v India test series reached a climax, EdTech brand Great Learning rolled out a new brand campaign in India called ‘Great Learning For Great Careers’ and fronted by Indian skipper and sporting super star Virat Kohli.
Part of BYJU’s group and one of India’s leading EdTech companies for higher and professional education, Great Learning’s brand campaign will run for a period of five weeks from 10 September and spans national television and multiple digital media platforms.
The marketing push is spearheaded by a pair of TV spots which will air on more than 70 popular Indian channels across multiple genres and these are supported through social media content rolling out across the company’s Facebook, Instagram, Twitter and LinkedIn platforms.
The campaign, which seeks to shine a spotlight on the various degree and certificate programs offered by Great Learning and primarily targets ‘freshers’ and ‘young professionals’, uses the cricket pitch as a metaphor for the corporate ‘career game’ and it highlights the need for upskilling to play a brilliant innings on that field.
The creative sees Kohli wearing a branded Great Learning cricket jersey and playing the role of an expert mentor on the field steering a troubled corporate employee and a fresher clear of potential blunders in their respective career games. The ads reach the conclusion that sustained growth and career success will only come through constant upskilling. The spots drive home a message that learning is a lifelong journey where it is vital not to seek instant gratification, but rather to continually focus on improving one’s skill set.
Both hero spots, ‘Bad Appraisal’ and ‘Missed Opportunities’ were launched on 8 September.
The campaign was conceptualised and created by The Script Room and produced by Dreampunk films.
“Career success is a complex recipe with so many ingredients including the right qualifications/degrees, hard work, serious planning and upskilling in order to stay ahead in constantly transforming workplaces,” said Great Learning Chief Marketing Officer Aparna Mahesh. “Through the campaign we have emphasised this message, which has been brilliantly delivered by Virat Kohli! Great Learning offers degrees and certificate programs from the world’s leading education institutions, that enable aspirants to learn industry-relevant skills. This campaign is sure to hit the sweet spot with our target audience as it revolves around very common situations which many of us have experienced at some point in our careers.”
The Script Room Founder Rajesh Ramaswamy added: “This is a new emerging category, with lots of news and advertising happening around. Usually in this category people seem to take a more serious approach. It was important for us to crack a tone of voice that can help break the clutter. And we’re really delighted that the client was also keen on taking a different approach. With all the complications of Covid, and Virat in a bio-bubble, we did manage to pull off this idea along with the director Shekhar Kamble and team.”
While The Script Room CopyWriter Ujjwal Kabra explained: “We had to find common ground between the brand spokesperson, Virat, and the fact that Great Learning can help you get the right skills to land a great job. Since most of us are always thinking about running away from our job and Virat being a great runner between the wickets, the connect wasn’t too hard to find. Guess the marketing team also related to the sentiment and the idea of two worlds, corporate and cricket, meeting at the centre of an esoteric pitch, to have a life-altering conversation, was sold.”
Comment:
Founded in 2013, Great Learning offers comprehensive, industry-relevant, hands-on learning programmes across various business, management, technology and interdisciplinary domains driving the digital economy.
The programs by the EdTech major are developed in collaboration with the world’s foremost academic institutions like MIT, Stanford, The University of Texas at Austin, Northwestern University, National University of Singapore, IIT Madras, IIT Roorkee, and Great Lakes Institute of Management and are constantly reimagined and revamped to address the needs of the evolving business landscape.
Since inception, the company has delivered an unmatched learning experience for over 1.7 million learners from over 170 countries around the world by relying on its vast network of expert mentors and highly qualified faculty.
This campaign certainly has a relatable narrative and it follow in the footsteps of other Indian EdTech companies partnering with cricket such as Unacademy’s Sachin Tendulkar fronted ‘Failure, The Fuel Of Champions’ campaign from May 2021.
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