upGrad promises #KaamKiDegree for MBA aspirants in new ad

The commercial stresses importance of getting a degree that helps you climb the corporate ladder.

NEW DELHI: Ed-tech company upGrad has come up with a new campaign called #KaamKiDegree to promote its MBA vertical. Conceptualised by The Womb, the ad taps into the surging demand for online upskilling amid the pandemic, and seeks to spread awareness on the importance of getting a degree which will help execs climb the corporate ladder to a better position and role.

Shot remotely, the video reflects on the nostalgia of the quintessential childhood game of musical chairs. It highlights the dearth of seats for MBA degrees from ‘good’ universities, thereby reinforcing the brand positioning of Sirf Naam Ki Nahin, Kaam Ki Degree.

The company’s previous campaign featuring a donkey was a big hit and generated quite a buzz on social media. The ad showed employees coming to lick a donkey – or an ass in other words – in hopes of pleasing him. The donkey symbolises the boss, who gave priority to sycophancy over talent. At the end, the protagonist refuses to lick the donkey and ends the film by saying that he needs specialisation, not ass-licking, to get ahead in his career.

upGrad CEO – India Arjun Mohan said, “Our Donkey ad, owing to its bold messaging, was received well by our target audience and saw tremendous traction amongst users. We have also been able to translate the traffic into revenue, especially our management vertical which has seen an uptake for MBA programs.”

 The Womb co-founder Navin Talreja said, “It is a poignant take on the education system and admissions infrastructure in the country which is enabling the growth of the ed-tech industry. We believe it will connect with students who despite being good do not get opportunities to pursue their dream education.”

Suyash Khabya, creative head at The Womb, added that the ad is rooted in culture and reality and offers one of the deepest insights to be seen in Indian advertising for a while. 

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