Conceptualised by The Script Room, Great Learning, the ed-tech platform from Byju’s group, has unveild its new brand campaign- ‘Great Learning for Great Careers’ featuring its brand ambassador, Virat Kohli. The campaign throws the spotlight on degree and certificate programs offered by Great Learning via two separate ad films targeted at freshers and young professionals.
The ad films use the cricket pitch as a metaphor for the corporate ‘career game’ and highlight the need for upskilling to play a brilliant innings on that field. Kohli dons the Great Learning cricket jersey, portraying the expert mentor on the field as he who steers a troubled corporate employee away and a fresher away from potential blunders in their respective career games. The sign off is simple – ‘Great Learning for Great Careers’.
The campaign integrates Kohli powerfully into the film from the place he rules – the cricket field. The 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. The brand campaign will run for a period of five weeks starting September 10, over television and multiple digital media.
Detailing about the campaign, Aparna Mahesh, chief marketing officer, Great Learning, said, “Career success is a complex recipe with so many ingredients including the right qualifications/degrees, hard work, serious planning and upskilling in order to stay ahead in constantly transforming workplaces. Through the campaign we have emphasised this message, which has been brilliantly delivered by Virat Kohli! Great Learning offers degrees and certificate programs from the world’s leading education 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.”
Talking about the conceptualisation and execution of the campaign, Rajesh Ramaswamy, founder, The Script Room, said, “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. And we’re really delighted that the client was also keen on taking a different approach. 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.”