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Tag: covid-19

  • Remaining IPL matches to be played outside India: BCCI prez Sourav Ganguly

    Remaining IPL matches to be played outside India: BCCI prez Sourav Ganguly

    New Delhi: The remainder of the suspended Indian Premier League (IPL) 2021 will be played outside the country, said Board of Cricket Control in India (BCCI) head Sourav Ganguly, putting to rest a lot of speculations about the league.

    While it remains unclear if a window will be available this year to play the outstanding 31 games of the tournament, Ganguly said he is sure that it will not happen in India in the present scenario.

    The 14th edition of the immensely popular cricket league that began on 9 April was suspended mid-way last week after several cricketers including team staff tested positive for Covid-19.

    “There are lots of organisational hazards like 14-day quarantine. It can’t happen in India,” Ganguly told Sportstar magazine in an exclusive interview, expressing reservations over holding rest of the league matches in India due to the Covid-19 restrictions .”This quarantine is tough to handle. Too early to say how we can find a slot to complete the IPL.”

    Warwickshire, Surrey and the Marylebone Cricket Club (MCC) are keen to host the remaining matches in September. But according to a Reuters report, BCCI is yet to discuss the offer.

    IPL 2020 was played in the United Arab Emirates last September when the world braved the first onslaught of the deadly pandemic.

    The BCCI head had earlier revealed that the governing body will incur a loss of Rs 2,500 crore if the suspended IPL 2021 is called off for this year. “If we fail to complete the IPL, the loss will be close to Rs 2500 crore ($340 million approximately). That is going by early estimates,” he had told The Telegraph. 

    Meanwhile, India would play three one-dayers and five Twenty20 Internationals in Sri Lanka in July.

    The Indian team is expected to leave for England in early June for the World Test Championship final in Southampton against New Zealand. They will play a five-test series against England.

  • Covid relief: Sunrisers Hyderabad donates Rs 30 crore

    Covid relief: Sunrisers Hyderabad donates Rs 30 crore

    KERALA: Sun TV Network, owners of IPL team Sunrisers Hyderabad, has donated Rs 30 crore towards India’s Covid2019 relief efforts. The amount donated by Sun TV will be used to undertake Covid relief works carried out by the central and state governments along with various other non-profits. 

    “Sun TV Network is donating a sum of Rs 30 crore to provide relief to those affected by the second wave of the Covid pandemic. This will be spent on several initiatives currently underway at various states of India including the following: 1. Donations to the various programmes initiated by the government of India and state governments. 2. Partnering with NGOs that are providing oxygen cylinders, medicines, etc,” said Sunrisers Hyderabad. 

    The former IPL champions also added that Sun TV will leverage its resources and media assets to spread greater awareness among millions of its television viewing audiences. 

    Meanwhile, Honda India Foundation, the corporate social responsibility arm of all Honda group companies in India, has also pledged to donate Rs 6.5 crore to the country’s Covid relief efforts. 

    As a part of this, Honda India Foundation will also set up Covid care isolation centers and oxygen production plants in the country. The company revealed that the temporary Covid isolation centers will start functioning from next week. According to reports, Honda India Foundation is closely working with states like Karnataka, Uttar Pradesh, Rajasthan, and Haryana to set up oxygen plants.

    After reporting more than 4,00,000 fresh Covid cases for three consecutive days, India witnessed a slight dip in positive cases on May 9. On Sunday, the country reported over 3,60,000 fresh cases and 3,748 Covid-related deaths.  

  • Covid second wave pushes multiplexes’ recovery to next fiscal: CRISIL

    Covid second wave pushes multiplexes’ recovery to next fiscal: CRISIL

    New Delhi: Multiplexes across the country are set to log operating losses for the second straight fiscal as localised lockdowns, night curfews and other restrictions to contain the resurgence of Covid2019 infections will keep occupancies low for the next few months, according to CRISIL ratings.

    The film exhibition sector was one of the worst impacted by the lockdown in 2020, being the first to lower their shutters in March, and among the last to resume operations, in October.

    Occupancy had started improving post-resumption, and was expected to reach 18-22 per cent – the breakeven level in terms of operating profit – in the current quarter. Sequentially, occupancy doubled to 12-13 per cent last quarter, and was seen climbing anew to 22-25 per cent in south India.

    However, the sudden spike in Covid2019 cases in April will send that estimate askew and defer recovery to the second half of this fiscal, said CRISIL in its latest report.

    “Our base case assumes average occupancy of 10-12 per cent in the first half of this fiscal and 20-22 per cent in the second half, when restrictions on occupancy and fears of infection will hopefully recede. A full recovery is seen only in fiscal 2023,” said CRISIL Ratings director Nitesh Jain. 

    Temporary closures in many states, especially Maharashtra, will push back new film releases, at least the big-ticket ones, to the second quarter, noted Jain. 

    “Maharashtra is a crucial market for cinema, accounting for a fifth of the total screens in India. The resurgence of pandemic has created many uncertainties, and restrictions could continue for longer, leading to deferment of film releases on big screens and continuation of cash burn for multiplexes,” he elaborated.

    In the milieu, CRISIL-rated multiplex operators, which account for almost half of the industry’s revenue, are expected to log cash losses this fiscal, too. They had bled roughly Rs 900 crore in fiscal 2021, compared with a cash profit of around Rs 785 crore in fiscal 2020.

    Last fiscal, multiplex operators undertook steep cost controls, including deferring maintenance and major capex outlays. They also raised Rs 1,350 crore equity to fund losses and augment liquidity. The current liquidity could comfortably cover operating expenses and debt servicing of these players for the next four to six months.

    But with the sudden turnaround in the state of affairs, cost cutting measures, including deferring maintenance and major capex outlays, are likely to continue even this fiscal. Their ability to keep a leash on fixed cost will, however, be a monitorable, opined CRISIL Ratings associate director Rakshit Kachhal. 

    “Lease rentals is the largest fixed cost and they could save 70-75 per cent (~Rs 800 crore) from waiver of rentals in the last fiscal. Their ability to renegotiate rentals for the current fiscal will be crucial to contain the losses. Besides cost controls, the ability to raise funds in a timely manner will bear watching,” he added.

    The spread of infections, the success of the vaccination drive, and the return of moviegoers will be monitorables, too, as will be the players’ ability to raise funds in a timely manner. But this is only when one sets aside people’s fear of closed spaces.

    According to CRISIL, since multiplexes are among the few out-of-home entertainment options in India, occupancy should bounce back once the fear of infection recedes and the pace of vaccination picks up.

    Besides, big-budget movies, which are temporarily being deferred, are unlikely to be released on over-the-top (OTT) platforms, given that multiplexes contribute more than 50 per cent of the total box office collection. Thus, exhibition of big-budget movies leading to recovery in occupancy should script the recovery for multiplexes, currently seen in second-half of this fiscal.

  • Amid brickbats, Rajasthan Royals & Delhi Capitals extend help in fight against Covid

    Amid brickbats, Rajasthan Royals & Delhi Capitals extend help in fight against Covid

    MUMBAI: The fourteenth edition of the Indian Premier League (IPL), taking place amid a raging pandemic, has been met with severe criticism from several quarters for being “tone deaf’ to the situation in the country. With the tournament now progressing into its second leg, matches are being staged in Ahmedabad and Delhi, where the prevailing Covid2019 crisis is at its peak right now.

    Many global observers have also censured the cash-rich league, stating that “the country’s sole focus” should be on subduing the virus and not on a game of cricket. On the other hand, there are voices which feel that perhaps the game offers some respite to a nation ravaged by the second wave of the viral onslaught.

    While opinions continue to differ on whether it is appropriate to conduct the matches at such a time, IPL franchises Rajasthan Royals (RR) and Delhi Capitals (DC) have stepped forward to do their bit by aiding Covid relief efforts.

    RR has announced a contribution of Rs 7.5 crores to help India fight the second wave of Covid2019 while DC has pledged Rs 1.5 crore to the national capital in Covid aid. Both teams took to social media to share the news.

    The owners and team management of RR have pooled this amount to support the people impacted by the massive surge in cases. 

    “Players along with the team owners and team management have come forward to raise funds and have been working along with the Rajasthan Royals’ philanthropic arm Royal Rajasthan Foundation (RRF) in partnership with the British Asian Trust (BAT),” said the official statement on the team’s webpage.

    “BAT works closely with the Indian government on many initiatives – especially in the area of skills and education. The Trust’s founder, Prince Charles, launched an emergency “Oxygen for India” appeal, which is currently focused on acquisition and distribution of oxygen concentrators, devices that can provide the enriched gas straight from the air, to treat patients when hospital supplies are under strain,” it detailed.

    Also, “The funds raised by Rajasthan Royals will help pan India, with an initial focus on the state of Rajasthan, where the RRF, chaired by Ranjit Barthakur, has numerous initiatives it continues to support.”

    It added further that “Having the team owners and its players come together has enabled this initiative to reach the scale it has, providing aid to tackle the current crisis and help people get the single most pressing necessity at this time – oxygen.” 

    Meanwhile, the Delhi Capitals have donated monetary aid to non-profits in support of the city’s fight against the Covid crisis. The team stated that the amount will be used to procure essential medical supplies, ranging from oxygen cylinders and concentrators to Covid wellness kits.

    “Together, the franchise and its patrons, the JSW Foundation & GMR Varalakshmi Foundation are offering financial support amounting to Rs 1.5 crore to NCR based NGOs the Hemkunt Foundation and the Uday Foundation,” the IPL franchise said in a statement.

    “In this hour of crisis, DC stands in solidarity with the citizens of Delhi, whose efforts to selflessly help each other in the fight against Covid2019 have been inspiring. We are honoured to extend our support,” said Delhi Capitals interim CEO Vinod Bisht.

    The capital city has been one of the worst affected in the country in the second wave of infections. Many hospitals have also been struggling to maintain adequate stock of medical oxygen. As hospitals across the country grapple with an influx of critically ill Covid2019 patients, the demand for medical oxygen has increased by 67 per cent in the last nine days, according to the ministry of health and family welfare.

  • Cred enables users to redeem their points to donate Oxygen

    Cred enables users to redeem their points to donate Oxygen

    MUMBAI: As India struggles to keep up with the growing demands for oxygen and healthcare amid the second Covid wave in the country, several start-ups and corporates have pitched in to aid the efforts. Kunal Shah-led Credit payment platform Cred too has come up with one such initiative. The fintech announced Monday that it will allow its app users to donate their Cred coins to help send oxygen for those in need. The start-up stated that it has partnered with Milaap, India’s leading healthcare fundraising platform for the cause.

    It may be noted that Cred coins are points earned as reward by its users for paying their credit card bills on time. Each of these coins represent every rupee in credit card bills that the customers pay using the app. Trading in 10,000 Cred coins lets you donate 1,000 litres of oxygen, 25,000 Cred coins gets 2,500 litres of oxygen, and so on. Cred says that for every donation made by users, Milaap will channel the funds raised to their partners, and will buy as well as deploy oxygen concentrators for hospitals and healthcare non-profits across India.

    The payment app announced the initiative on its social media platforms :

    Cred founder Kunal Shah shared, “We have seen how mobilisation of ordinary people, their time, resources, and energy has created change and action.”

    He went on to add, “You can also help by sharing ideas on streamlining oxygen supplies on oxygen@cred.club. The Cred Oxygen Fund will consider all ideas, evaluate and provide support needed.”

    Update: CRED members can now donate CRED coins towards buying oxygen concentrators for hospitals, healthcare orgs across India. With a goal of 1 billion litres, we’ve partnered with Milaap to ensure contributions reach hospitals in need.

    — Kunal Shah (@kunalb11) April 26, 2021

    Shah shared his donation certificate from Milaap, post donating CRED points:

    The gesture won lots of appreciation and plaudits, with many welcoming such an initiative when the country really needed it. Many users tweeted they would willingly and happily give up their CRED coins, for such a noble cause, with some even adding tongue-in-cheek that they “anyways did not have much use for them”.

    The news was received with some scepticism too.

    Some called it “Undoubtedly the best use of cred coins”!

    Many Twitterati felt the exercise should be more transparent to build trust and confidence in it:

    Several sought to know how the scheme works: “How are the cred points acting as a currency to purchase/donate oxygen concentrators (esp when they are in such short supply) and if the cred points are able to purchase it, why aren’t they available via INR in different points of sales.”

    Another netizen pointed out : “Sir- With all due respect- we have an availability problem. Please urge all your customers to donate plasma if they have survived the infection.”

    While quite a few wondered how Cred would implement this cause, considering that there’s oxygen shortage, many netizens termed it a marketing gimmick to increase engagement on the app.

    One netizen even criticised the action saying, “If free coins can buy oxygen, please generate as many as you can, and buy the damn oxygen. Why ask people to donate theirs?”

    Others tweeted :

    Some users hoped that there would be a report published at the end of this on how effective these contributions are and what difference it has made, while a few canny netizens pointed out: “Off late, many marketing campaigns are only created to create traction with users but no significant impact.”

    Well, for all the sceptics and for those who are worried that this will be just another fund which has no transparency, the company has put out a notification. The firm says that starting 3 May, there will be daily updates published in the Cred app giving you the status of exactly how the oxygen concentrator deployment is happening across India.

    Meanwhile, Milaap co-founder Anoj Viswananthan took to Twitter to share an update on the initiative: “UPDATE: We are incredibly grateful for the tremendous support shown by the CRED community  @CRED_club towards  @milaapdotorg initiative for  oxygen concentrators in the last 24 hours.”

    You can read the complete update here:

     

     

  • Fever Network launched ‘Project Plasma’ – An initiative to encourage Plasma donation in the fight against COVID-19

    Fever Network launched ‘Project Plasma’ – An initiative to encourage Plasma donation in the fight against COVID-19

    As the new wave of COVID-19 grips India, we’re all fighting a tough battle to stay safe and help the ones in need. The front line workers, specifically the doctors & the hospital staff have been working day in & day out to provide the best medical care to the patients. As the daily virus infections cross 2,00,000, the Indian hospitals battle a chaotic surge.

    In the wake of the on-going crisis, Fever FM has launched ‘Project Plasma’ – an initiative to encourage plasma donation in the fight against COVID-19. Those who have recovered from this deadly virus have a Superpower of donating their plasma and helping someone to overcome the disease. The campaign urges all these Superheroes to use their power and help save a life.

    ‘Project Plasma’ is a combined initiative between Fever FM & HT City. Those who are willing to donate can get in touch with the Fever team at 8800570768 who will connect them with the patients at the respective hospitals. Cricketer Shikhar Dhawan, ex-cricketer Venkatesh Prasad & Dr. Aseem Tiwari, Director Transfusion Medicine at Medanta joined hands in the campaign, urging people to come forward and actively donate Plasma.

    Urging people to become a part of the initiative, Shikhar Dhawan said, “Lots of people today are struggling to save their loved ones. If you have recovered against COVID-19 then you have a Superpower. Don’t let it go waste! Get in touch with Fever FM’s team to donate plasma and earn blessings!” Ex-cricketer Venkatesh Prasad said, “My most memorable performance in cricket has been against our arch rivals Pakistan, I was fortunate enough to pull out my team to a win during the difficult time. Today, we all have such an opportunity to pull out our countrymen out of the challenge. Thousands of our fellow Indians are down with corona. But if you have recovered from it, you have a superpower to save a life by donating plasma. Get in touch with Fever FM’s Project Plasma and help beat corona with positivity.”

    Fever FM has always stood at the helm of CSR, launching multiple initiatives over the years to spread hope and positivity. Talking about the campaign, Ramesh Menon, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd. said “Our country is going through a critical time. At this moment it is paramount that each of us do the best that we can to defeat the virus and emerge victorious. I urge everyone who has recovered from COVID-19 to come forward and actively donate plasma. You one step could save a life and bring happiness to a family. Let’s all stand united and beat the virus during this difficult time.”

  • What the second Covid2019 wave means for Maharashtra

    What the second Covid2019 wave means for Maharashtra

    New Delhi: The unabated increase in the number of Covid2019 cases has once again threatened to stall the pace of the financial and entertainment capital of the country. As Maharashtra reported 57,074 positive cases in the last 24 hours, the Shiv Sena-led coalition government has announced strict restrictions all over the state, including Mumbai, till 30 April.

    The rules, which come into effect on Monday, include a night curfew from 8 pm to 7 am and a complete lockdown over the weekends from 8 pm on Fridays to 7 am on Mondays. Except for essential services, everything will be closed on weekends.

    The government has banned any kind of gathering of five or more throughout the day. Industrial operations and construction activity will continue, however, all the malls, restaurants, bars, gyms, sports complexes, auditoriums, and places of worship will be closed. Schools, colleges, private classes too will remain shut except for students of Class 10th and 12th. E-commerce will be allowed from 7 am to 8 pm for home delivery only if the staff is vaccinated, or else the establishment will be fined Rs 1,000.

    Cinema halls shut, shoots to continue

    The state government has permitted the film and television shoots to continue under strict guidelines, to enable the entertainment industry to get back on its feet. However, it will have to battle the severe consequences of complete closure of theatres, cinema halls, and multiplexes which were already working under 50 per cent capacity since mid-March.

    The restrictions could land a serious blow to the entertainment industry, which not only faces an imminent loss of theatrical revenues but an impending threat to its revival plans. Another lockdown could compel filmmakers and production studios to reconsider their intent to release films in cinemas this summer, which may ultimately head to streaming. However, it can’t be denied that certain curbs are required, with film personalities engaged in active projects falling prey to the deadly virus. Actors Akshay Kumar, Govinda, TV host Aditya Narayan (part of the current season of Indian Idol) were among the increasing number of celebrities who tested positive on Sunday.

    Cinema halls, which were already struggling to lure audiences back to theatres, could face an uphill task, as the sudden surge, is likely to make the public apprehensive about cinema-going. Advertising in cinema halls will also take a beating, as the restrictions come into effect. It may also slow down consumer spending during the weekends, due to the closure of malls.

    Maharashtra accounts for the largest percentage of screen share for companies like PVR Cinemas, which has 140 screens in the state. 

    Meanwhile, the television producers and broadcasters were left guessing how they would keep shooting their episodes with curfew being imposed between 8 pm and 7 am. Additionally, there was a lack of clarity whether they would be able to film on Saturdays and Sundays with Thackeray declaring a total lockdown. For some time now, the former have been beseeching creative professionals in television channels to not insist on plugging in wedding and mass gathering scenes in episodes on account of the increasing cases in the state. Apparently, the Indian Film and Television Producers Council (IFTPC) is slated to seek clarifications from the government.

    Vaccination, IPL provides a glimmer of hope

    The ongoing vaccination drive has provided a glimmer of hope. As many as 3.44 crore people have been vaccinated in the country so far. On Sunday, Maharashtra chief minister Uddhav Thackeray said the state’s focus is going to be on the vaccination drive and it would need 25 crore vaccines for its people. “At a time like this, when cases are rising, ‘life first and work later’ needs to be the priority,” he urged people.

    But how long it will take to vaccinate enough people to decelerate the rise in infections, no one can say. Till then, it remains certain that the entertainment industry might keep hemming and hawing for the coming weeks, as the government deliberates upon its next step.

    On the bright side, the return of the fourteenth edition of the Indian Premier League (IPL) to the home ground is likely to boost the morale of the advertising industry and provide an uptick in revenue. The Board of Control of Cricket in India (BCCI) has maintained that it will stick to its initial schedule and is confident of pulling off the matches in Mumbai’s Wankhede stadium, despite ten members of the ground staff testing positive. Mumbai is slated to host ten matches of the cash-rich league. However, Hyderabad is being discussed as a backup venue option. A few players including Axar Patel also tested positive on Sunday. 

    Lockdown on the weekends could possibly prove to be a boon in disguise for the television industry, especially while the IPL is underway, as the daily streaming and TV viewing could go up during the two days when people will have to remain at home. A significant number of IPL matches are scheduled on weekends.

    Biggest single-day spike ever

    India breached a grim milestone on Monday, with 1.01 lakh Coronavirus infections being reported for the first time in the country. Ten states contribute to 90 per cent of the total cases, led by Maharashtra which currently accounts for around 58 per cent of the total Covid2019 caseloads  in the country. The active number of infected cases in the state stands at four lakh, while the fatalities have mounted to 55,656.

  • Looking for a new job? Kool Kanya invites you to attend these workshops to help you find greater opportunities!

    Looking for a new job? Kool Kanya invites you to attend these workshops to help you find greater opportunities!

    In the aftermath of the COVID-19 pandemic, over 4 million young professionals lost their jobs. This staggering figure calls for both government and corporate bodies to adopt large-scale measures to generate job opportunities for the youth, and keep education and training on track to avert further harm to the country's workforce. The pandemic has been particularly hard on young women, younger youth and youth in lower-income segments. Young people are concerned about the future and their place within it. 

    Kool Kanya, a career-building platform for women, has taken up the initiative of  providing knowledge and support with respect to resumes, cover letters and essentially, the entire job hunt process. They have assembled a list of reputed specialists to conduct workshops on various topics that would be beneficial to a lot of people looking for guidance in the unprecedented current scenario. Planning higher education overseas, creating a resume using apps like Canva, drafting the perfect cover letter, how to make a great first impression, using LinkedIn to get noticed by recruiters and giving an interview with supreme confidence – these are topics on which some experts will hold extensive, informative sessions in order to aid young professionals put their best foot forward when it comes to finding suitable job openings.

    Talking about the initiative, Vanshika Goenka, Founder, Kool Kanya said, "Ever since the pandemic hit and the lockdown was announced, several companies across sectors have taken to job cuts, along with salary reductions and leave without pay. The youth have been grappling with these issues, struggling to hold on to their careers that for most, are hanging by a thread. Young women especially lack the networks and access to expertise that can give them the confidence to keep charging ahead. That is why we decided to organize these workshops, once each week, and offer support to budding professionals to get them back on the wagon." 

    "Salaried jobs, once lost are hard to retrieve especially amidst a crisis like the one we are facing. As the nation started opening in a phased manner from June, some jobs came back. But the recovery was largely in informal jobs. It is time we work in tandem to bring back normalcy in the job market and we believe one of the major steps to achieving this is readying the workforce for a new, remodeled system."

    Also, as we now live and work in globally interdependent communities, infectious disease threats such as COVID-19 need to be recognized as part of the workscape. To continue to reap the benefits from global cooperation, we must find smarter and safer ways of working together. Organizations will also appreciate the cost-savings of replacing full-time employees with contractors who can stay connected digitally.

    In light of this anticipated shift, we have begun to understand how the COVID-19 quarantines that required millions to work from home affected job opportunities, work productivity, creativity, and innovation. Thus, workshops and knowledge-sharing sessions such as these can go a long way in helping young women upgrade and optimize their professional journey.

  • Amid Covid2019, ICICI Prudential touts ‘all-in-one’ term insurance

    Amid Covid2019, ICICI Prudential touts ‘all-in-one’ term insurance

    NEW DELHI: ICICI Prudential Life Insurance has launched a new multimedia advertising and marketing campaign to establish its award-winning term insurance plan ‘ICICI Pru iProtect Smart’, as the all-in-one term insurance product. This product provides a life cover for the financial security of the family and an option to choose critical illness cover for the policyholder, i.e. one product offering both a health and life cover. The campaign is built on consumer data which shows that Covid2019 has resulted in higher awareness and interest in life insurance.

    As India opens up and embraces the new normal, people are taking all necessary precautions to ensure their own safety and that of their loved ones every step of the way. The campaign showcases this change in consumer behaviour of being extra cautious not just in the present but also in planning for the future. 

    The TVC pivots through a series of everyday events in the lives of people such as using a toothpick to press the elevator button, maintaining social distancing in public places and adopting safety measures to secure themselves and their loved ones. It stresses the importance of caution at every step, especially when stepping outside the house. The film culminates with the consumer choosing the All-in-One term insurance plan to secure the family against future uncertainties.

    Manish Dubey, chief marketing officer, ICICI Prudential Life, said, "As people adjust to the new normal and get on with their lives, they are taking extra precautions to safeguard their health. Today, masks and sanitisers have become essential items of the household shopping list. Like masks and sanitisers, life insurance is now a must have in everyone’s safety basket. We must take precautions to deal with the present risk and also be prepared for tough times if they occur. The life risk during the pandemic has made consumers conscious about including term insurance in their financial portfolio.”

    The heightened need amongst consumers to stay protected, both in terms of their health and life is the genesis of this campaign. It conveys the compelling proposition of ICICI Pru iProtect Smart which provides all-in-one protection to consumers at a time when they are looking to provide a safety net for themselves and their families.

  • Great Learning places a great bet on the IPL

    Great Learning places a great bet on the IPL

    NEW DELHI: The outbreak of Covid2019 has turned out to be a watershed moment for the ed-tech sector, encouraging brands to acquire new subscribers and expand their business verticals. Both professional and school-level courses have witnessed a spurt in takers during the lockdown period.

    Currently, all ed-tech players are trying their best to leverage the situation and are focusing heavily on different marketing funnels geared towards new customer acquisition. A recent report revealed that popular Indian ed-tech firms have lined up a massive advertising warchest of Rs 500 crore which is being spent on various media outlets to lure and attract new customers for their courses. 

    Ed-tech platform Great Learning has placed a big bet on cricket by signing up with Disney+ Hotstar as a digital sponsor of  the IPL. It launched its first-ever TVC campaign ‘Power Ahead’ in August, highlighting the importance of lifelong learning. The ad film showcases how upskilling in a defined field at the right time can help professionals power ahead in their careers.

    In a big win, Great Learning also roped in Virat Kohli as its brand ambassador who has been featuring in a multi-ad campaign based on the ‘Power Ahead’ theme. The ad tagline reads, ‘Jo Seekhta Hai Wahi Aage Badhta Hai (He who learns, forges ahead)’.

    Great Learning co-founder Hari Krishnan Nair shares that the "Power Ahead"  campaign is playing out on  digital as well as TV and it will not just be limited to cricket. The ads are set to be  hit  40 national channels across categories such as sports, entertainment, news, and music to expand the ed-tech platform’s reach to new geographies and newer audiences.

    Explaining the rationale behind associating with the cricket tournament, Nair describes that the pandemic has fuelled digital and TV viewership, and experts are confident that IPL 2020 will be the most-watched season ever. “Betting on these estimates, we believe this is the right time for us to communicate and consolidate our leadership position through impactful brand communications,”, he says.

    Over the last few years, there has seen a shift in how brands assign their budgets to different mediums. Nair explains that IPL will bring the same ROI for brands because its digital viewership will rise multi-fold. “Depending on the audience one is looking to target, one can find the right balance between TV and digital. We feel that ROI will be leading the strategy as everyone will want more bang for their buck.”

    While a host of ed-tech players are pushing hard to reach the masses, ad creatives  are helping them break through the clutter. The audience for each one of them is not the same, and Great Learning’s target user comprises working professionals and students. “We believe our message of powering ahead and the relentless pursuit of excellence will resonate with our target audience, especially when delivered by our brand ambassador Virat Kohli. We believe he will encourage learners to chase career excellence and inspire them to achieve their goals through high-quality education provided by Great Learning,” says he.

    Over the last six months, the ed-tech firm has seen growth in the learner base on its platform with the launch of the Great Learning academy. There’s been a rise in demand for courses like AI, management, digital marketing, machine learning, cloud computing, and analytics as professionals and students of all hues look to find their footing in the new environment.

    The brand has also launched the Great Learning corporate academy for working professionals, and 700+ companies used it within the first month of its launch to train more than 10,000 employees. Some of the biggest names in the industry – Maruti, UST Global, HDFC Life, BPCL, ONGC, BHEL, HPCL, EcomExpress, EXL and Tech Mahindra – have flocked to the service to train their workforce.

    Nair shares that the pandemic has reinforced the importance of learning new skills more than ever before and has offered an opportunity to people to test the waters and see if online education works for them. During the lockdown period, the company registered a 5X growth in its learner base. And it’s just getting started.

    “We expect the surge to be even bigger over the next few months. It would not be an overstatement to say that the sector is all set to produce multiple unicorn companies over the next few years.”

    According to a media report, there was a 200 per cent increase in Great Learning app downloads in the month of April and May.

    The seven-year-old ed-tech startup has over 5,00,000 users from 140 countries across its post-graduate programme in FY20. Great Learning claimed that customer satisfaction rates remained over 90 per cent across 45 million hours of learning courses.

    It is stepping out from the shadows; hopefully like its brand ambassador Virat,  it will see its efforts being hit out of the park – for a six.