Pearson Education Services (PES), one of India’s leading education services company, has launched a multimedia campaign, for the first time, to promote its flagship product DigiClass. The company is a part of Pearson Plc., a global education, media and publishing group, represented by market-leading businesses such as the Pearson Education, Financial Times and Penguin. DigiClass is Pearson’s ICT based solution that aims at converting traditional classrooms into interactive sessions by combining state-of-the-art hardware with syllabus-compliant, multimedia content.
The campaign’s tagline reads ‘Lessons for Life’. Srikanth Iyer, COO, Pearson Education Services, elaborated on the reasons behind coming out with a product promotion for the first time, “The market for multimedia-based educational solutions has been growing exponentially over the last few years. The footprint of DigiClass alone has grown at a rate of 300% year-on-year and we are the second largest provider of technology-enabled educational solutions to private schools in India, which gave us great confidence. We decided to promote the product using mass media so as to reach out to a larger number of schools, generate awareness about DigiClass, and make quality education available to a larger numbers of schools across the nation.” DigiClass is based on the concept of cognitive learning which suggests that when an individual learns by experiencing, she/he processes the information better and therefore remembers it longer.
Presently, the interactive educational tool has been adopted by 2,000 schools in India. The company plans to add another 2,000 schools this year. “We expect to add the majority of the schools in tier 2 and tier 3 cities. We are already present in many Indian schools in countries such as Nepal, Bangladesh, UAE, Maldives, etc,”
Srikanth remarked, “From pre-school to high school, early learning to professional certification, Pearson’s curriculum materials, multimedia learning tools, assessment and testing programmes help to educate more than 100 million people worldwide.”
The company has chosen Anil Kumble as the brand ambassador to promote its different offerings beginning with DigiClass. Choosing Anil Kumble to endorse a product associated with education, Srikanth clarified, “Kumble as a sportsman is known for his focused and hands-on approach to the game. His wide knowledge and versatility have been his strengths and we felt he was a perfect fit to endorse DigiClass which is grounded in experiential leaning. The solution encourages an interactive teaching-learning process through usage of multimedia.”
Rimona Ganapathy, Creative Director, Temple Advertising which created the TVC and is handling the creatives, gave details on the brief received for the campaign, “The client approached us for the launch of the DigiClass campaign and the brief was to work on a 360-degree campaign across India to build brand awareness. The target audience includes principals, and decision makers in the school space. DigiClass makes learning a real life experience so that children understand concepts better and never forget. This was the focus of the campaign. We chose Anil Kumble not only because he is a well-respected cricketer known for his legendary abilities and integrity but also because he is not over-exposed as a celebrity and therefore, his presence would stand out in advertising clutter. He also lends a certain amount of credibility in the education space because it’s a widely known fact that he was a topper during his engineering days.”
The TVC went live on November 11, 2011. The campaign will run till March 2012. Speaking to exchange4media about how the campaign would unfold, Sriram Sharma, Vice President, Starcom stated, “The first burst of the campaign is for 44 days, running till end of December. The second burst is likely to start in the beginning of 2012. This is the only TVC to be aired during this campaign. There are 42 channels in the plan. This is a national campaign with regional inputs as well. It is a multimedia campaign; activity on internet and print has also started along with the TV campaign. As for the media mix, 75% of the budget is being spent on TV, 10% on digital, and the balance is on print.”
The commercial was shot in Mumbai. Rimona shared details on how they came up with the idea and went about executing the TVC. “To drive home the point that personal experiences are ones that are better remembered, we played on Anil Kumble’s memories of his experiences as a cricketer. A warm, earthy, and honest feel was created so that viewers could relate to the interaction between the little girl and Anil Kumble and we felt that it had to come across as real and not gimmicky. The classroom sequence was brought alive with graphics to highlight the children’s awe.”
Creative team: Rimona Ganpathy, Rajagopal Achary, Manmohan Anchan
Production house: Highlight Films
Direction: Sunhil Sippy