upGrad unveils #RahoAmbitious campaign with two TVCs

The campaign will be leveraged across TV, print and digital platforms

e4m by exchange4media Staff
Published: Feb 10, 2020 11:50 AM  | 2 min read

upGrad has unveiled the first leg of its new campaign “#RahoAmbitious” with the launch of two TV commercials.

The TVC revolves around upGrad’s aim to rekindle the spirit of ambition and passion for learning among today’s working professionals. This campaign will connect with customers across all touchpoints like television, print, digital and social media.

The 360-degree integrated brand campaign commences with the launch of two TVCs that will be aired across 70 channels, including Hindi and other vernacular languages, across India.

Education in India is typically associated with discipline and seriousness and is yet to become a part of the popular culture. To break this taboo tied to education, upGrad has on boarded
India's most popular content creators The Viral Fever (TVF) and FilterCopy to shed light upon the campaign within the digital sphere.

The print campaign will also be spread across India in English and regional languages tapping into a wider readership of Tier I and Tier II cities.

Talking about the campaign, Mayank Kumar, Co-founder and MD of upGrad says: “With upGrad Raho Ambitious, we embark upon a new journey to provide 1 million working
professionals with better learning sphere and equip them with a perfect blend of business acumen and technical capabilities at the same time. The campaign reiterates upGrad’s core
belief of outcome-based learning through emotional messaging and real-life career transitioning journeys of learners. Such a two-fold approach will not only break the stereotypical notions attached to education, but also reignite viewers hidden ambition.”

upGrad has also introduced freshly curated content with its new video series to be launched soon on the upGrad App. The new app will be available on Google Play and YouTube. The videos entail tailor-made content focused on the brand’s key narrative lifelong learning.

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