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Tata ClassEdge’s report card on school teachers

15-February-2012
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Tata ClassEdge’s report card on school teachers

“Padoge Likhoge to banoge nawaab, kheloge kudoge to banoge kharaab, (If you study well, you will prosper, but if you spend your time in play, it will be a waste” – this was the way we were chided by our parents, teachers and elders when we were children.

With interactive learning systems making inroads into classrooms in schools across the country, preaching has taken a different tone altogether. Today, teachers and principals are themselves finding ways to make learning a fun process. This very thought is reflected in Tata ClassEdge’s latest TVC beaming across television channels, which promotes the idea of ‘Better teachers make better students’.

The Brief:
Rajesh Shethia, Head, Sales and Marketing, Tata Interactive Systems, explained, “India is a huge country and there are lakhs of schools which we had to reach out to with our product. We realised that the most important entity in the process of teaching is the teacher itself. If a teacher is good, students fall in love with that subject. That became the core of our brand message – ‘Better teachers make better students’. The objective behind the campaign was to take this message to the masses.”

Shethia further said, “There are four main stakeholders in the space whom we are targeting – principal, teacher, parents and the student. The brief to the agency was to involve all these entities in the campaign, and you can see that the campaign knits a very beautiful story in which all four stakeholders are involved.”

Talking about the creative execution of the idea, Arun Iyer, National Creative Director, Lowe Lintas, elaborated, “It is very common to see schools calling parents to discuss progress of the students, but it’s rare that they talk about their own progress. With Tata ClassEdge, we are taking a stand that if teachers are better equipped, students will automatically learn better and faster. The idea is to develop the philosophy of the brand that better teachers make better students keeping the product in the centre, which enables the progressive learning of the teachers too. We did not want to say how our product transforms students immediately, but establish the brand philosophy.”

The Execution:
The commercial opens in a school setup, where parents of a student have been called by the principal. While the parents think that their child is not performing well and that’s why they have been called, the principal shares with the parents that it is the school which is changing, becoming better and they would like to know from the parents how the school is performing. The ad showcases how Tata ClassEdge trains teachers first, thus enabling better learning for students. The ad closes with a punch line, “How are we doing?”, which the principal asks the parents.

Media Mix:
Tata ClassEdge has created a presence in about 500 schools in India. The idea is to reach out to the grassroot levels and create brand awareness, thus the campaign has been launched predominantly on the television medium. Started towards the end of the third week of January, the ads would be continued until the last week of February. The thrust majorly remains on mass entertainment channels.

Impacting Better?
We asked the industry experts if the ‘better teachers make better students’ idea resonated with them for a category that was seeing some cut-throat competition these days.

Robby Mathew, National Creative Director, Interface Communications, felt that the idea synced with the offering. He remarked, “The proposition is quite relatable. It is what all parents believe. And something like interactive learning, which conjures up images of gadgets and technology and distance, is made more palatable by the 'better teacher' idea. It’s is a very simple film, with decent production values. The feeling is that it will get the job done. I would give it three stars.”


Alok Agrawal, COO, Cheil Worldwide SW Asia, was, however, confused about what the ad was exactly trying to tell. He asked, “Is it a service for schools, parents or students? Is it a classroom service or online? Who is the ad speaking to? What insight does it address? What does the brand do? Questions, questions, questions. Unfortunately, no answers. What good is an education brand which can’t provide answers? I would rate it somewhere in between vague and shouldn't be on air.”


Our take:
‘Better teachers make better students’ is a great statement and a concept in itself. However, the commercial does not lend itself to the brand idea completely. One is left wondering how teachers are being made better by Tata ClassEdge and how is that percolating down to the student level.

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