Mumbai: Byju’s Group-backed edtech company for higher education Great Learning has rolled out its new campaign featuring brand ambassador Virat Kohli. The campaign titled ‘Great Learning for Great Careers’ is targeted at freshers and young professionals and throws the spotlight on the degree and certificate programs offered by the online platform via two sad films.
Conceptualised by The Script Room and produced by Dreampunk films, the ad spots use the cricket pitch as a metaphor for the corporate ‘career game’ and highlight the need for upskilling to play brilliant innings on that field. Kohli donning the brand’s cricket jersey portrays the expert mentor on the field as he steers a troubled corporate employee and a fresher away from potential blunders in their respective career games.
“This is a new emerging category, with lots of news and advertising happening around. Usually in this category people seem to take a more serious approach. It was important for us to crack a tone of voice that can help break the clutter," said The Script Room founder Rajesh Ramaswamy. "With all the complications of COVID and Virat in a bio-bubble, we did manage to pull off this idea along with the director Shekhar Kamble and team.”
The campaign integrates Kohli into the film from the place he rules - the cricket field. The highly relatable narrative in both ads emphasises the importance of quality learning amongst freshers and young professionals and its critical role in empowering them to build great careers.
“We had to find common ground between the brand spokesperson Virat and the fact that Great Learning can help you get the right skills to land a great job," shared The Script Room writer Ujjwal Kabra. "Since most of us are always thinking about running away from our job and Virat being a great runner between the wickets, the connect was not too hard to find. The marketing team also related to the sentiment and the idea of two worlds, corporate and cricket, meeting at the centre of an esoteric pitch, to have a life-altering conversation, was sold.”
“Great Learning offers degrees and certificate programs from the world’s leading educational institutions, that enable aspirants to learn industry-relevant skills. This campaign is sure to hit the sweet spot with our target audience as it revolves around very common situations which many of us have experienced at some point in our careers," stated Great Learning CMO Aparna Mahesh.
The campaign will run through TV, digital media, and the company’s social media assets for a period of five weeks starting 10 September.
