BYJU’S and Mohanlal team-up to encourage lifelong learning

Byju’s rolls out new TVCs for the Kerala market that focus on the importance of life-long learning

e4m by exchange4media Staff
Updated: Apr 15, 2019 3:08 PM

BYJU’S, the edtech company, unveiled the first leg of its new regional ad campaign. Starring megastar actor Mohanlal, the ad campaign is based on the evolving learning habits of students and celebrates the importance of impactful, lifelong learning. Specially crafted for the Kerala market, the ad series comprises two different films.

Conceptualised and created by Spring, the ad campaign is centered around BYJU’S’ core belief that children learn better when they love learning. In these films, Mohanlal dons the hat of a Malayali father decoding the benefits of tech-enabled learning with help from his children. The children talk to their father about the importance of conceptual learning and how they love the new way of learning. Disrupting the common belief that learning is always driven by the fear of exams, this new campaign celebrates the love for learning and the role of technology in helping students become faster, better and effective learners.  

Announcing the launch of this new ad-campaign, Byju Raveendran, Founder & CEO - BYJU’S said, “We are happy to have Mohanlal onboard with us to spread the message of life-long learning further. Our new TVCs are specially targeted to the Kerala market to instil confidence in parents that learning via technology will make their child a better learner. The core objective of our new TVC is to address the apprehension among parents and show them the real advantage of learning through a product like ours. It is encouraging to see students across age groups exploring newer modes of learning. We believe that our partnership with Mohanlal will help us increase our reach and build a deeper connect across Kerala. His immense popularity and credibility amongst parents and children make him a perfect fit for our brand."

Speaking about the partnership, Mohanlal, said, "I believe in the power of life-long learning and hence I am delighted to be a part of this campaign. It also gives me immense pleasure to partner with one of the world’s largest education company that has its roots from Kerala. Playing a father's role in these films gave me an in depth understanding of why children   prefer new-age formats of learning that make learning simple and easy. In fact, as parents, it is critical to motivate our younger generations to explore new and better ways of learning. With learning platforms like BYJU’S, students can reap the benefits of personalised learning experiences that encourage students to start learning on their own.”

The ad series reaffirms BYJU’S focus on creating personalized learning programs for every type of learner. It also reiterates the brand as the most preferred learning companion of students across grades. This campaign will connect with customers on all touch-points like television, print, digital and social media.

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