Arena Animation unveils new campaign 'Not The Front Benchers' with Rahul Dravid

The campaign was conceptualised by MX Advertising and will be rolled out across TV, Print, OOH, and Digital

by exchange4media Staff
Published - Jul 17, 2019 2:08 PM Updated: Jul 17, 2019 2:08 PM
Rahul Dravid Arena Animation

Arena Animation, a pioneer in the Global Media and Entertainment Training industry offers power-packed courses that help students shape their creative careers. At Arena, students are trained on industry-relevant employment-oriented skills through the most advanced tools and technologies with the help of expert faculty. Arena Animation offers unrivaled advantages including regular projects, workshops, job placement assistance, hands-on training using in-demand tools & techniques, guidance to develop professional portfolio & demo reel and an employability enhancement program.

The “NOT THE FRONT BENCHERS” campaign breaks a myth that to be successful in the fast-growing Media and Entertainment industry one needs to have academic success in high school/ college. This campaign addresses a large set of students – not the frontbenchers who may not be the most studious but who are great company, outspoken, witty, often playing pranks on friends discussing random topics , good in art and craft, and who are often amongst the most remembered students in school to get enrolled for a great career in Media and Entertainment industry. And ARENA truly believes that what happens to a student in his choice of a Media and Entertainment career is all a matter of skills development, training, hard work, a positive attitude, a strong portfolio, and strong mentorship.

In an endeavor to enable these students to have a great career ahead of them in possibly the fastest growing industry segment- Media and Entertainment, brand ARENA launched this integrated 360 degrees campaign “NOT THE FRONT BENCHERS” across various media platforms using its brand ambassador Rahul Dravid as the protagonist. The campaign is aimed at reiterating ARENA’s commitment to providing such students with a great career opportunity in this field and enabling the students to grab the opportunities through its cutting edge courses in Animation, VFX, Gaming, and AR/ VR. These courses are delivered using the latest technologies being used in the industry that enables students from ARENA to be job-ready the moment they finish these courses.

The campaign addresses an aspiration that is innate to every such “NOT A FRONT BENCHER STUDENT” giving him the confidence to excel and the belief that it is not only the frontbenchers who become successful in their careers. With Media and Entertainment jobs, it is the training and skills imparted to students during the course, projects undertaken by the student, hands-on experience using in-demand tools and techniques and guidance from mentors to develop a professional portfolio coupled with employability enhancement programmes that determines the career path in front of the student. The campaign highlights the role of ARENA in uplifting the lives of students by enabling them to get skilled, trained and then hired by the Media and Entertainment industry. ARENA helps its students to be truly creative future-ready.

Talking about the new campaign, Pravir Arora, CMO, Aptech India, said, “Not the frontbencher is an integrated campaign that not only captures the sharp brand proposition of ARENA but also addresses the career aspirations that the young long for, in the world of Media and Entertainment and breaks a myth. The campaign has resonated well with the youth and their parents and the brand has seen a spike in admissions across its nationwide network of centers.”

The campaign is ideated and executed by MX Advertising. Commenting on the launch of the campaign, Ajit Nair, CEO, MX Advertising said “ARENA, is by far India’s foremost institute for Media and Entertainment training and the campaign truly touches the core of the problem that students face- unemployability. Arena’s NOT THE FRONT BENCHER CAMPAIGN truly addresses this core Target Group and strives to make the youth of India more employable, re inforcing its commitment to skilling the youth s and getting them to get job-ready for lucrative and satisfying careers in the dynamic and ever-growing creative industry.

The integrated campaign showcases different creative work done by ARENA students in animation, VFX, Gaming which gets RAHUL Dravid to assume that such creative work could only mean that these were done by the toppers in class or Front Benchers. But to his utter delight, he gets to know that such outstanding work was actually done by these ARENA students who were never the toppers of the class and all this was achieved as a result of their training at ARENA.

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