Grey powers launch campaign for Times Pro

The brief to Grey India during the pitch was to launch the Times Centre for Learning in a way that it resonates best with fresh graduates

e4m by exchange4media Staff
Updated: Jun 24, 2013 5:37 PM
Grey powers launch campaign for Times Pro

The Times of India Group has embarked on its newest venture, Times Pro, which seeks to transform professional education in India. Times Centre for Learning under the TimesPro brand seeks to introduce career oriented courses for creating professionals in BFSI (Banking and Financial Industry), media, organised retail, hospitality and healthcare industries.

The launch of Times Pro is being supported by a new television commercial, which has been conceptualised by Grey India. The 360 campaign involves TV, print, radio and digital.

The brief to Grey during the pitch was to launch the Times Centre for Learning in a way that it resonates best with fresh graduates. Also, the pressure to ensure that the campaign that is delivered is at par with the TOI Group’s previous campaigns and launches.

The TVC shows a day in the life of a fresh graduate who’s just received his result and is not even given a moment to bask in that glory as people around him start questioning him on his future plans. The guy finally walks into a TimesPro centre and on seeing this, the crowd following him realises that he knows what he’s doing and disappears.

Incidentally, the agency has also done a banking specific film to take this thought forward. The banking film captures the pressure that any fresh job applicant feels when he goes for an interview, with almost everyone thinking or asking “Tu yahaan kya karega?”

Jishnu Sen, CEO, Grey said, “I love this campaign. It’s the one we pitched with and everyone who has seen it loves it. I’m sure so will the audience.”

Commenting on the creative thought process, Malvika Mehra, National Creative Director, Grey said, “Everyone knows that it’s not easy to land a good job with just a graduation degree these days. It is the age of specialisation after all, and the Times Pro offering of career-oriented courses (starting with Banking) helps turn these graduates into confident professionals ready to face the real world. We’ve tried to capture this in our films.”

Vishnu Srivatsav, Executive Creative Director, Grey explained, “There comes a time in your life when you really feel that everyone’s eyes are on you, watching and waiting to see you make your next move, as you prepare to leave the cocoon of college and step into the real world. We wanted to address, that constricting, claustrophobic feeling. But we didn't want to be preachy and wanted to keep it engaging and entertaining. So we decided to take a this core emotion and make a song and dance about it.”

Campaign Credits:
Creative – Amit Akali, Malvika Mehra, Vishnu Srivatsav, Goral Ajmera, Arun Ganesh
Account Management – Jishnu Sen, Mithun Roy, Vineet Singh, Mudassir Ansari, Nishant Venkatram
Films – Samir Chadha, Pamela Pais
Production House – Old School Films
Director – Piyush Raghani
Producer – Surashmi Basu

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