Television

upGrad ties up with Star Sports for upcoming WTC finals

Aims to accelerate sports advertising to strengthen its deep India penetration

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New Delhi: Higher ed-tech company upGrad on Tuesday announced its advertising tie-up with Star Sports for the upcoming ICC World Test Championship (WTC) finals: India Vs New Zealand and the 2021 Wimbledon Championship.

This marks upGrad’s third collaboration with Star Sports post-IPL 2020, and India vs England series in 2021, thereby strengthening the ed-tech company’s deep India penetration. This is a part of the 360-degree campaign on TV, digital and social to talk about upGrad’s MBA programs as the batch launches for MBA across B-Schools are coinciding with the upcoming sports extravaganza, said the company on Tuesday.

Commenting on this association, CEO, upGrad India, Arjun Mohan said, “While saving up to pursue a higher education degree, working professionals often have to halt their career. This is where edtech leaders like upGrad are working rigorously to bring Indians a variety of online MBA options which offers quality content pedagogy backed with global university credentials and can be pursued without having them to quit their lucrative jobs.”

Since the pandemic hit the world, quite naturally even the traditional offline MBAs migrated to become ‘online MBA’, thus blurring the divide between the two. Furthermore, even the recruitment of 2020 and 2021 pass-outs happened online. “This has bolstered the trust in online MBA for aspirants as well as recruiters. Therefore, our strategically timed campaign is a wake-up call for the youth and working professionals to invest in real value-adding, outcome-oriented education that can result in employability and career progression,” added Mohan.

Star Sports executive vice-president Anil Jayaraj said the channel is excited to collaborate with upGrad for their new ad campaign. “The World Test Championship and Wimbledon are global marquee events keenly followed by the viewers across India.  In the coming few months these events will be one of the biggest platforms for marketers to leverage. The WTC will be broadcast at a prime time across five languages; we are confident of setting a new viewership record,” he added.

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