Mumbai: British multinational education company Pearson on Monday announced Bollywood actor Vicky Kaushal as its new brand ambassador. With this, the London-headquartered learning company aims to step up its India efforts and accelerate its growth plans as the global digital powerhouse of learning.

India is a strategic growth market for Pearson, focused on driving transformational change and digital innovation. Kaushal as the brand ambassador will help the company in building a strong relationship with youth and strengthen its direct-to-consumer proposition, said the company in a statement.

“We are thrilled to welcome Vicky Kaushal as our brand ambassador. His recent achievements and contributions towards the entertainment industry have made him one of the most popular youth icons in the country. He is an inspiration for the youth of the country, motivating them to dream big, chart their own journey and strive for the best," said Pearson India and Asia MD Siddharth Banerjee. "Today, the Indian Education system is at the cusp of a digital transformation, and we are certain that this partnership will help us create a strong, meaningful connect with learners, thereby forming a highly vibrant education ecosystem in the country."

Kaushal will feature in Pearson India’s upcoming campaign and activations in strengthening Pearson’s connect with the learners. An engineer himself, Vicky has appeared in several acclaimed films like "Masaan," "Uri," "Sardar Udham" among others.

“Today’s youth are innovators, builders, creators, and leaders of the future. They are the hope of a brighter tomorrow and education is the key to unlock their true potential and empower them to rise and shine. I am happy and excited to be a part of Pearson’s mission to promote quality education and connect with young minds," said Kaushal on the brand association.

Pearson’s collaboration with Kaushal is a testament to the company’s commitment to continuously evolving with changing times as it enters a new era of direct to customer, it said. The company would also be working along with other influencers and personalities in the education ecosystem to strengthen its digital proposition in the region.