Chanakya University campaign challenges India’s definition of success in education

In today’s competitive landscape, where foreign degrees and high-paying placements have become default goals, Chanakya University, in collaboration with Clevertize, launched a bold campaign titled “Soch Nayi, Seekh Sahi.” The campaign challenges the very definition of success in Indian education ecosystem.

At the center of the film is a striking reversal: a young woman declares, “Yes i will go abroad - not to study but to teach.” The line flips the usual narrative and becomes a provocation, asking both students and parents to rethink what they are chasing.

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The Campaign Challenges Three Norms of success

1. Purpose of education is to get a job.
   
   
2. Obsession with Foreign education
   
   
3. The real-estatization of education — where society judges the quality of university by heavily advertised infrastructure & ‘Top 10 badges’

“Today's need is to strengthen India and help India become the real Vikasit Bharat by 2047 - the Amrit Kaal, said Prof. Yashavantha Dongre, Vice Chancellor, Chanakya University. He continues, “We therefore need to think differently about what we learn, how we learn and what for do we learn. The what, how and why of higher education need to be thought differently - think of being the best and sought after in the world but have a mind to contribute to India. The new thinking is about learning not for what I get but learning for what I can do. For this one needs to adopt ‘Soch Nayi, Seekh Sahi’ in the right way.”

Bringing Back the Purpose

Clevertize grounded the crafting of messages backed by powerful cultural insight, observed that Students today are looking for meaning, while many parents still measure worth through societal metrics. This campaign bridges that gap, not by criticizing ambition, but by shifting the perspective.

“Soch Nayi, Seekh Sahi” brings the focus back what matters the most, Education for Nation rebuilding by specifically targeting the youth that has the ability to make a difference in the world from an Indian perspective, said Sagar Nidavani, CEO, Clevertize. Protagonists in Akash Sabale’s films do a great job of showing what’s really ‘Cool’ and give a voice to the people with such elevated thought. It's not often that Educational institutions allow us to tread the uncharted territory but for Chanakya University.          

Lasting Impact

Since its release on OTT & Social Media, the campaign has sparked honest conversations among students, parents, and educators. It is a timely reset on what success should really look like. This is not just a campaign about Chanakya University, but a reflection of the change young India is looking for & hope that other universities will follow the suit & focus more on building a work force that can lead our country towards greater heights.