Pearson ropes in VMLY&R to launch ‘PTE Kar, Befikar’ campaign

Pearson ropes in VMLY&R to launch ‘PTE Kar, Befikar’ campaign

The campaign highlights the effective approach towards language proficiency tests.


Mumbai: Pearson has rolled out a new campaign for the Pearson Test of English—"PTE Kar, Befikar." The campaign is conceptualised and executed by VMLY&R India.

The goal of this campaign is to connect the brand with consumers by highlighting the Pearson Test of English as a new age test that empowers students to be confident and not stress about the test. With benefits like unbiased two-hour computerised tests and faster results, PTE lessens the stress on the candidates and helps them be at their best. It removes unnecessary hurdles and makes life simple for them so that they can be their confident self not only on this test but also when they face the outside world during college admissions, job interviews, or even as individuals going about their regular activities.

To launch the campaign, VMLY&R took the "Befikar" attitude a step further by associating it with an act that personifies being "worry-free." The act of whistling to oneself is an act that usually signifies freedom from stress and worry. The agency turned the whistle into a creative device that perfectly captures the "Befikar" vibe and resonates with the test takers’ determination and commitment.

Also, for better reach and engagement, the whistle was introduced in collaboration with relevant influencers in two phases. In the first phase, the influencers teased the audience by whistling carefreely, thanks to PTE, and in the second phase, they revealed the reason why PTE has made everyone go "Befikar."

VMLY&R India creative director Nikita Parmar said, "PTE is different. An unbiased test, which is more like a friend or a mentor, who pushes you to do your best while you stay stress-free, or ‘Befikar.’ The aim is to make PTE synonymous with being stress-free, so we thought of what it is that resonates with ‘Befikar,’ and the whistle tune was born. We tend to whistle when we are at our relaxed best. PTE’s signature tune will remind and assure people to appear worry-free for the test and pursue their dreams."

Further, to establish the core messaging for PTE, the launch campaign has been divided into four stages. Starting with making the test takers take notice, making them think by establishing superiority over other tests, giving them reasons to stay focused, each stage plays a vital role in the journey.

The campaign throws light on the dream that studying or moving abroad is exciting and full of possibilities and was executed with the Befikar vibes across digital and social platforms with music created by multi-Grammy Award winner Ricky Kej.

English Learning vice president of marketing Rachel Exton said about the campaign, "At Pearson, we always put the 'learner' at heart; be it our products, our customer experience, or our communication. We want to talk to our customers in their language, in a way that embraces their cultures, acknowledges their challenges, and truly reflects their journeys. This has been the genesis of our new marketing campaign, "PTE Kar Befikar." We understand the stresses and considerations that come with the decision to move abroad and how overwhelming the whole experience can be. The English proficiency test, which is a high-stakes test and a compulsory one, should be the least of their worries. This is where the Pearson Test of English (PTE) comes in."