The Chadha Group, which is foraying into education with its pet project, Genesis High, has appointed Noshe Oceanic to handle the account. The account size is pegged at Rs 5 crore. Genesis High is touted as a high profile educational institute, which will offer international curricula as well. The Chadha Group is a diversified group which has a strong presence in entertainment, real estate and other spectrums.
Targeting a moneyed and image conscience segment, the management was scouting for an agency that was familiar with both the education sector and high-end target groups.
“Genesis High marks our foray into the education sector in a big way. We have handled other institutes before, but here the brand demands a larger mantle of creativity and strategy,” said Asheesh Sethi, President, Noshe Oceanic.
He added, “Noshe Oceanic has chalked out a strategic plan for Genesis High and will be also developing its brand identity from scratch. Currently, the brand strategy is in its nascent stage, but comprehensive print and television campaigns are expected to launch soon.”
The education industry has been seeing a rapid boom in the recent years, and communication approaches have never been so aggressive. From the noble arena of knowledge and welfare, education has metamorphosed into an organised, targeted and strategically marketed environment in the last couple of decades.