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Tag: corporate world

  • upGrad reinvents the ‘Donkey’ in its latest ‘Appraisal’ campaign

    upGrad reinvents the ‘Donkey’ in its latest ‘Appraisal’ campaign

    Mumbai: Edtech major upGrad has summoned its original brand mascot- the ‘Donkey’ in its latest campaign. The ad film reinvents the ‘Donkey’ in a fresh avatar, showcasing the anecdotal behind-the-scenes from the corporate world’s appraisal affair. The campaign is now live across the digital platforms of the brand.

    Marking the third leg of the brand’s ‘Fast Forward Your Career’ campaign, the film brings together a scenario wherein professionals are seen using a variety of techniques to climb up the corporate ladder, right before the appraisal season- albeit with a humourous twist- concluding with the cheeky assertion “Ass Nahi, Asset Bano!”

    “We wanted to bring a fresh flavour of creativity while maintaining the essence of the brand campaign from 2020. Thus, we strategically continued with the donkey route however, giving it a witty spin and creating something laugh-worthy yet extremely relatable,” said The Yellow Shutter founder Gaurav Arora, about the campaign. “upGrad as a brand believes in staying creatively bold while figuring out realistic nuances of TG’s life and connecting with them. Being a creative production house ourselves, this resonated with us at The Yellow Shutter. Together, we aimed at keeping the creative edge alive while adding unique angles in the visual space to showcase an everyday story with a twist,” he further added.

    Conceptualised in partnership with The Yellow Shutter and co-produced with Boathouse Media, the ad film is directed by the filmmaker Shashwat Gandhi and is voiced by the award-winning actor Vijay Raaz in his trademark dry humorous tone. upGrad takes a quirky route to establish the urgency amid working professionals who tend to park upskilling for the future and never get around to pursuing it.

    “We wanted to create visuals that are unique, which nobody had seen but everyone could relate to! To mock the ‘gadhas’ who engage in boot-licking and sycophancy during the appraisal season, we replaced their heads with a quirky ‘gadha’ filter and made them ‘hee-haw’ in various moods. The process of making this was equally fun and hilarious as the film itself,” stated filmmaker Shashwat Gandhi.

    The higher-edtech platform said it recorded another milestone with the Q-o-Q career transitions peaking at 1233 per cent during Q1 FY2021 and 1149 per cent in Q2 FY2021 as compared to the same period the previous year, according to its recently released upGrad Career Report.

    “Our latest campaign brings out the hard-hitting reality of the corporate world where professionals often rely on their existing skill-sets to retain a competitive edge,” said upGrad CEO – India Arjun Mohan.

    “Now more than ever, we are witnessing the redundancy of dated skills in the face of ever-evolving job requirements, which is making it tough for our workforce to move beyond the average hike bracket of four per cent – six per cent. As we approach the annual appraisal season, this tongue-in-cheek workplace humor will further encourage professionals to pursue new-age, outcome-driven education, and hands-on industry skills with upGrad, for charting out a progressive career path, decisively,” he added.

  • Kyoorius Launches Kyoorius Design Showcase 2013/14

    Kyoorius Launches Kyoorius Design Showcase 2013/14

    MUMBAI: The showcase book is an initiative by Kyoorius in its continued commitment to the growth & development of the Indian design & visual communications industry by launching the 4th edition of its biennial Kyoorius Design Showcase 2013/14.

    The Kyoorius Design Showcase aims to bridge the existing divide between advertising and design. While the former is well know and established, the latter needs a platform to showcase the strategic value of design and in many ways to be seen as an industry distinct from advertising. In India, so far branding, visual communication and other specialised design services have lived under the shadow of advertising but this is rapidly changing and rightly so. The design industry is now being recognised for what it is. But there is gap in connecting these studios with the buyers of design in the corporate world. The 3rd edition of Kyoorius Showcase Book helped generate business worth over Rs.9.4 Cr for the studios showcased in the book and this is just what Kyoorius has been able to track. But it brings to focus that businesses in India are upping the ante by working with specialist design studios in an effort to add value through design.

    This 4th edition of the Kyoorius Showcase Book helps bridge the gap between studios and business and help the buyers find the right partner for their needs. Additionally starting this year, all the studios and work would be featured on resources.kyoorius.com – an online version that allows studios to regularly update their work, becoming relevant to the needs of design buyers. Additionally, the book also helps studios showcase themselves to the young talent graduating in design schools across India. The Kyoorius Showcase Book is amongst the only initiative that helps studios, brands and students alike – by blurring the lines of communication, conversation and collaboration.

    It is a tribute to the work of these studios, that the Kyoorius Showcase Book has found such acceptability within the corporate world. On the success of the previous editions and the demand for this 4th edition. Kyoorius has upped the circulation numbers to 3000 copies this edition – a
    50% increase over the last edition.

    Unsurprisingly the number of participants and consequently the number of pages have also increased in similar percentage. The increase in participation necessitated the publication to print two books published as a box set and has been printed on an all new paper while using an all new velour like paper used for the cover of the book and the bookcase from its fine papers division.

    Speaking at the launch, Mr. Rajesh Kejriwal, Founder CEO, Kyoorius said, “From the feedback we have received in the last few years, we are glad that the Kyoorius Showcase Book has grown to become a must have resource book for all corporates. I would like to thank all the contributors who helped bring this edition together and hope that this hardback like the others, helps add value to all businesses and brands.”