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upGrad highlights importance of online degrees in new ad film

Conceptualised by The Womb, the film reassures youth disillusioned about their future amid pandemi

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MUMBAI: Edtech platform upGrad has launched a new ad film addressing the disenchantment experienced by the youth across the country due to the shutting down of institutes in the wake of the Covid-19 pandemic, as they stare at an uncertain job market and future unemployment.  

Taking ahead its ‘Sirf Naam Ki Nahin, Kaam Ki Degree’ campaign, the film aims to highlight the edtech’s offering of online graduation courses from universities across the country.

Conceptualised by The Womb, the film targets the youth disillusioned about their future amid the pandemic, especially those hailing from smaller towns lacking in reputed institutes. The video shot in a scenic location in the country’s interiors showcases a group of friends who harbour dreams of education in the big cities. They vocalise their misery of having to forgo those dreams in these testing times by means of a melancholic jingle.

The creative aims to reassure the aspiring learners that while there may be no visible end to the pandemic on the horizon, all their hopes for a bright future need not be lost and that they need not give up on earning a suitable degree from a respected college. 

upGrad chief executive officer - India Arjun Mohan said, “We have partnered with the leading universities to provide young India with UGC entitled, and WES recognised degree courses to give them a 360-degree university experience online. Post the course completion, we will also assist these learners with career services that involve a paid internship up to six months and placement support up to three years based on their performance.”

The Womb co-founder Kawal Shoor added, “Now, with upGrad tying up with many universities to provide value-added under-graduate education online, there’s a new opportunity for young students to access high-quality education in their own hometowns, without having to leave to bigger cities as has been the norm. Our campaign borrows from the current reality but also is geared towards positioning online undergraduate education as a powerful alternative to trudging to a nearby big city to access quality education. And also, to nudge them to believe that even online graduation can lead to a ‘Kaam ki Degree’.”

The commercial will be aired across 50 TV channels across geographies, along with 360-degree amplifications in other media channels.

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