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Tag: The Womb

  • upGrad launches campaign to drive awareness on professional doctorate degree

    upGrad launches campaign to drive awareness on professional doctorate degree

    Mumbai: The edtech platform, upGrad has rolled out a new digital campaign created around the dated perception of the prefix ‘Doctor’. Conceptualised by The Womb, the new spot is created to make the conversation around pursuing a terminal degree like professional doctorate a mainstream one, amongst seasoned working professionals.

    The digital campaign aims to drive awareness around upGrad’s latest Doctor of Business Administration (DBA) degree offering.

    Keeping in mind the market demand, The Womb conceptualised a tongue-in-cheek digital film that addresses the lack of awareness around professional doctorate degrees, through a series of uncomfortable dialogues between the co-passengers on an aircraft, who are seeking help to solve a mid-air health emergency with the help of a doctor.

    Directed by Roopali Singhal of Chrome Pictures, the film takes a humorous route to showcase the importance of a DBA for working professionals, who are looking to build expertise in their existing or cross-functional domains.

    Designed specifically for working professionals, each of the two 36-month programs offers one-on-one mentorship by international guides, live & interactive faculty, domain-specific sessions, and thesis support across multiple specialisations, through the flexible online learning model to its learners. Golden Gate University, which is ranked among the Top 10 percent Schools in the USA by College Factual, delivers global exposure and a vast professional alumni network to online learners worldwide from the heart of San Francisco’s high-tech and financial district.

    The onset of NextGen technologies has organisations hurtling towards the principles of Industry 5.0, thereby resulting in the need for innovative leadership with a DBA degree to maintain a competitive edge, through applied research-based problem-solving capabilities.

    With the increasing need to solve real-time business problems through lateral and creative thinking, innovation officers with a Professional DBA degree have witnessed an increase in job opportunities across an array of new roles within senior leadership or the C-suite, as independent consultants, professors, and more, upon course completion. Responding to this demand, the ACBSP accredited Swiss School of Business and Management’s Global Doctor of Business Administration program and WASC accredited Golden Gate University’s Doctor of Business Administration, both powered by upGrad, come with multiple specialisations based on dissertation topics and international academic support for propelling quality and utility-based learning.

    Commenting on the launch, upGrad head of marketing Ankit Khirwal, said, “Times are changing and so are our learning requirements. Mid to senior-level professionals who are constantly confronted with newer technologies and skill gaps should look at becoming domain experts instead of just getting an upgrade as a quick fix.”

    “This is where we want to support them with the best of content and learning opportunities that come with value-adds like feasibility to learn at your own pace, global university accreditation, and one-on-one thesis supervision to complete the immersive learning experience with upGrad. While the program targets academic interests of learners, it also helps them with real-life applications for attaining maximum career benefits.” he added.

    The Womb creative lead Suyash Khabya said, “there’s always a creative challenge at hand when we are working on any vertical led films with upGrad.”

    “Unlike celebrity-driven ad films, here the task becomes even more demanding as it requires precise messaging and appealing visual representation for creating impact at scale. We are thrilled to continue our efforts with upGrad as it makes us think way beyond the box and that’s the kind of adrenaline rush, we seek to keep up with the quality outputs,” concluded Khabya.

  • Amitabh Bachchan revives his ‘Angry Young Man’ avatar in new upGrad ad

    Amitabh Bachchan revives his ‘Angry Young Man’ avatar in new upGrad ad

    Mumbai: Ed-tech major upGrad’s latest digital film features actor Amitabh Bachchan in his 70’s popular persona of the ‘Angry Young Man.’ Conceptualised by upGrad’s creative agency The Womb, the ad spot announces the launch of its new vertical upGrad Abroad. 

    Directed by Amit Sharma of Chrome Pictures, the ad film shows Big B on an uncharacteristic rampage annoyed by the fact that upGrad Abroad offerings did not exist during his college days. The film aims to reassure parents and young aspirants that learning opportunities from globally recognised institutions need not be limited by societal or financial constraints anymore.  The film is now live across upGrad’s digital platforms. 

    According to the ed-tech, aspirants who seek to attain academic qualifications from global institutes or universities can now pursue their dream through upGrad Abroad’s diversified portfolio of 20+ programs that comes with the flexibility to complete the first 12 months online, followed by the on-campus learning in the subsequent months.

    “Over decades, the world has seen Bachchan on 70mm, KBC on TV and in numerous ads,” The Womb creative head Suyash Khabya. “So, how do we show him differently now? And that’s where the idea of bringing back ‘Angry Bachchan’ struck us. At the shoot, he was as fit as a fiddle even at 80…kicking, punching, and breaking stuff. We felt as if we were reliving the Zanjeer or Deewar era again. We’re confident that just like he breaks upGrad’s office in the commercial, the ad will break clutter.”

    “Times have really changed. We live in a world where opportunities are booming across all walks of life,” remarked Amitabh Bachchan. “I enjoyed doing this ad film because I want to remind today’s youngsters and their parents that in life appreciating and seizing opportunities is what will lead them ahead. Experiencing learning in newer ways as offered by upGrad Abroad, puts forth such an opportunity where you can access global education at affordable prices.”  

    “While our recently launched upGrad Abroad vertical is a breakthrough, we realised that the bigger challenge is to first reach out to the relevant target audience and create maximum visibility for them to be able to make an informed decision,” commented upGrad India CEO Arjun Mohan. “In this regard, it was extremely critical for us to understand the market sentiment and then make a strong marketing move. And that’s when the decision of joining hands with Amit ji to further our upGrad Abroad mission, came to life; whose on-screen persona and charm will undoubtedly make heads turn and will leave a lasting impact on the audience, thus hitting the bull’s eye.”

  • Astral Adhesives celebrates 25 years of Bondtite with its first campaign

    Astral Adhesives celebrates 25 years of Bondtite with its first campaign

    Mumbai: Astral Ltd’s adhesives manufacturer Astral Adhesives has launched a nationwide campaign for its epoxy adhesive brand – Bondtite. The TVC is conceptualised by The Womb in co-operation with Astral Adhesives team and it is in sync with Republic Day which unifies India.

    Celebrating 25 years of Bondtite, the tagline ‘India ke alag-alag materials ko jode ekdum tight, Bondtite’ encapsulates the efficacy of the product that unifies the expanse geographies of India. The TVC narrates the bonding between two diverse regions and specific materials that signifies the essence of unifying the country as a whole.

    “The launch of this campaign during Republic Day enhances its significance since it features the diversity of bonds,” said MD Sandeep Engineer. “With this campaign, we aim to aid visibility while adding more value to our brand and boost Astral Adhesives business in the market.”

  • ‘We’ve Got Your Back’ assures Lenovo in new corporate campaign

    ‘We’ve Got Your Back’ assures Lenovo in new corporate campaign

    Mumbai: Lenovo has launched its new corporate campaign called ‘We’ve Got Your Back!’ to showcase the impact that the brand has on different aspects of India. This latest campaign is created and conceptualised by The Womb.

    The campaign highlights this untold and unknown aspect of the brand, further strengthening the brand love Lenovo enjoys in India. “The campaign celebrates the softer but extremely integral side of brand Lenovo; simple stories bring to the forefront Lenovo’s efforts towards building a sustainable tomorrow, empowering teachers, and students alike in the remotest of locations,” said the statement.

    “Bringing it all together, the campaign thought #GotYourBack showcases the perspectives of varied people whose lives Lenovo has touched,” it added.

    “The campaign highlights surprising and unusual truths through the perspective of the unlikeliest people who depend on Lenovo,” said  The Womb founding partner Navin Talreja. “‘We got your back” is a beautifully shot visual treat served in the form of four beautiful stories, that take the audience on a journey of Lenovo serving the community, environment and its many stakeholders.”

    “It’s easy to bring out emotions through the face, but in this campaign, we needed to land our idea through the backs. It was quite a challenge, but I think we’ve done a great job of it,” stated The Womb creative head Suyash Khabya. “We wanted to keep the stories real. So we shot in the Puducherry Lenovo factory. We shot the teachers in Meghalaya. We shot kids in the jungles. And that’s why the films appear so authentic. In fact, even the static has come out magically beautiful.”  

    “The Womb team has done a fantastic job to give voice and life to the many stories that define Lenovo’s commitment in India and across the world,” said Lenovo India CMO (India and South Asia) Amit Doshi. “The films have, of course, been shot wonderfully and hold a place of pride for us. However, the effort goes well beyond that and includes countless hours spent together in unearthing these stories and uncovering the human emotions central to each of them.”

  • Sebamed takes on tall claims of shampoo brands in new ad

    Sebamed takes on tall claims of shampoo brands in new ad

    Mumbai: German personal care brand Sebamed has unveiled its latest campaign- a satirical, tongue-in-cheek take on the tall claims peddled by hair care brands under the garb of the “Conditions Apply” disclaimer.

    The commercial urges consumers to switch to its ‘scientifically superior’ shampoo that comes with “No Conditions Apply”, unlike the claims made by its rival shampoo brands.

    Conceptualised by The Womb, the ad has been shot in a courtroom, where the personification of the commonly misused ‘Conditions Apply’ (personified by the actor, Liliput) is on trial. The judge portrayed by actor Ratna Pathak questions ‘Conditions Apply’, and the accused pleads not guilty to all the charges and puts the onus squarely on the hair care brands for hiding the truth from consumers under its facade.

    “This campaign has the perfect recipe of How Not To Make A Shampoo Commercial. Jokes aside, we have no beauty shots, no product demo and no false claim. The truth is that most shampoo brands hide in the garb of a tiny little ‘Condition Apply’ asterix. So, we just wanted to communicate that in an interesting way. With Ratna Pathak Shah and Lilliput ji under Rensil’s direction, we are confident the consumers will know this Sach,” shared The Womb creative head Suyash Khabya.

    The brand is known for taking on other brands earlier too, through its series of ads and campaigns such as #PrathamSnanSe, #FilmstarsKiNahiSciencekiSuno, #SirfScienceKiSuno which targeted its rival brands directly, while nudging consumers to ask unasked questions regarding the popular brands’ products.

    Commenting on the latest campaign, head- Consumer Business, Shashi Ranjan shared, “Hair loss is one of the biggest concerns for both male and female consumers. Sebamed continuously conducts consumer studies to understand hair concerns and formulates efficacious solutions with pH5.5 benefits. Through “#NoConditionsApply” campaign we are addressing the need of discerning consumers by unravelling the truth behind anti hairloss product claims. We are confident that our honest and differentiated messaging around hair loss will resonate with our audience.”

  • upGrad commits to ‘fast-forward your career’ in its latest campaign

    upGrad commits to ‘fast-forward your career’ in its latest campaign

    Mumbai: Edtech firm upGrad has unveiled its new campaign titled ‘Fast Forward Your Career’ to promote the online courses from the education portal. Launched on Sunday with Vivo IPL 2021, the campaign will be heavily promoted across TV and digital, the brand said in a statement.

    Conceptualised in partnership with The Womb, the four-film campaign has been directed by ad and feature filmmaker Vinil Mathew of Breathless Films. The commercials showcase a dramatised career journey on the upswing and aim to re-ignite viewers’ ambition of achieving meaningful professional growth.

    The story further continues and is built subsequently through more films that the brand released on Sunday.

    “At upGrad, our core belief has been to offer the working professional community best-in-class opportunities with regards to universities, faculty, and placements since both career growth & success depend on these tenets. The campaign aims to bring out this differentiated positioning of the brand in the higher edtech industry,” said upGrad India CEO Arjun Mohan. “While our past campaigns have helped us create significant awareness and establish upGrad as an online higher education leader, we now wish to push the envelope further and build preference for the brand, especially among a large set of ambitious working professionals who are looking for meaningful career growth, faster.”

    “After landing a job, many working professionals find themselves stuck in the same job role without any growth and not much of a salary hike. This campaign seeks to shake these working professionals out of their career inertia and position upGrad as a viable option,” said The Womb co-founder Navin Talreja. 

    “The films have a relatable, slice-of-life quality with an interesting blend of tongue-in-cheek humour and the fuzzy warmth of friendship. It was an absolute joyride to collaborate with the super creative team at The Womb and a progressive client like upGrad,” said Mathew on directing the ad film.

    The brand has further partnered with a host of content creators and influencers who will be joining its war cry of fast-forwarding careers in the competitive world of today. Furthermore, adding a more regional flavour to the campaign, the ad films will also run across media channels in several Indian languages including Hindi, Tamil, Telugu, Marathi, Bengali, and Kannada alongside English to connect with the regional audience, said the statement.

  • upGrad’s new campaign brings back the donkey in a new ‘kick-ass’ avatar

    upGrad’s new campaign brings back the donkey in a new ‘kick-ass’ avatar

    MUMBAI: After the success of its #DontLickAssKickAss campaign last year featuring a donkey, edtech platform upGrad has come out with another campaign which sees the animal in a fresh avatar. The second leg of the 'Sirf Naam ki Nahi, Kaam Ki Degree' campaign sees the donkey as an animated, feisty fortune-teller. 

    Conceptualised by The Womb, the film reminds working professionals how the right specialisation can lead to one getting salary increments, as high as 50 per cent.

    Previously in 2020 the ed-tech firm, via its campaign, had offered an alternative to licking ass in order to progress in one’s career- It told one to get a specialised degree from its many offerings that would make one’s boss take notice of your skillset. In its new ad film, it takes the 'Sirf Naam Ki Nahin, Kaam Ki Degree’ messaging further, using the fortune-teller donkey. The animal predicts the person’s success and bright future after he has acquired a specialisation certificate from upGrad saying, “Specialisation hain right, toh future hoga bright (If the specialisation’s right, the future is bright).”

    The Womb founding partner Navin Talreja said, “With the success of #KaamKiDegree we had to find a message that would showcase the value of upGrad specialisations to the fence sitters. Given the success of the donkey as a device we just felt what could be better than getting our donkey deliver this wisdom, albeit in its own feisty manner. Embarking on this journey with Varmdea was reassuring as he is awesome with performances. A charmingly intricate set up, brilliant animation, and the perfect soundtrack have all come together to bring this spectacularly to life."

    upGrad chief executive officer Arjun Mohan said, “The 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. We received an overwhelming response in our first leg, as the Donkey, quite literally became a talk of the town."

  • Sebamed attempts to show the ‘reality’ behind celeb-endorsed beauty bars

    Sebamed attempts to show the ‘reality’ behind celeb-endorsed beauty bars

    NEW DELHI: German personal care brand Sebamed, with the aim to urge customers to make informed personal care choices based on science, has launched a disruptive evidence-based Film stars kee nahi, science kee suno (Listen to science, not film stars) campaign. Created by The Womb and produced by Good Morning Films, the campaign features actress Ahana Kumra.

    Launched in the 1950s as a body-cleansing solution for eczema patients, with a mild pH suitable for sensitive skin, Sebamed has had an image of a doctor-prescribed skin care solution for the longest time now. However, it seems like the brand is trying to make a bold move now, willing to directly compete with leading beauty bars. The films openly call out soaps such as Lux, Pears, and Santoor on their pH values, which are shown to be similar to detergent bar Rin.

    Sebamed India head Shashi Ranjan said, “We stand for truth and transparency. During these unprecedented times, our wide portfolio of skin & haircare products with unique pH 5.5 benefit offers the new gold standard to the consumers. We remain  strategically committed to investing in attracting the best talent, creating engaging brand stories and driving  rapid distribution expansion across channels.”

    The Womb creative partner said the brand is building a connection with its consumers through  demonstration-based advertising with an honest approach. “The personal care industry has always been conditioned to follow standard beauty practices in order to make it appealing to the consumers. However, when we came across Sebamed and what the brand wanted to convey to its consumers, we decided to communicate the product truth through our campaign, without any silver coating.”

    Additionally, the brand has factored in the aspect that Indian customers today are re-evaluating their choices when it comes to skincare products.

    Sebamed India head of marketing Konark Gaur said, “Consumers today are looking for brands that deliver on their promise. Sebamed, a brand that stands for honesty and authenticity, wants to empower the consumers with the right information so that they can choose the best. We believe that product is always the hero and days of gimmicky advertising are counted.”

    However, the campaigns yet haven’t tried to compete with this set of aware and influenced urban customers, who in the past few years have started moving towards the organic category for their skincare needs.

    Interestingly, the price range for Sebamed bends more towards these premium organic brands like Biotique, Kama Ayurveda, and Forest Essentials while it is almost two-five times more expensive than the likes of Lux, Dove, and Pears.

    It will be interesting to see in the coming times how this move on the part of Sebamed will impact its brand value among Indian customers.

  • upGrad promises #KaamKiDegree for MBA aspirants in new ad

    upGrad promises #KaamKiDegree for MBA aspirants in new ad

    NEW DELHI: Ed-tech company upGrad has come up with a new campaign called #KaamKiDegree to promote its MBA vertical. Conceptualised by The Womb, the ad taps into the surging demand for online upskilling amid the pandemic, and seeks to spread awareness on the importance of getting a degree which will help execs climb the corporate ladder to a better position and role.

    Shot remotely, the video reflects on the nostalgia of the quintessential childhood game of musical chairs. It highlights the dearth of seats for MBA degrees from ‘good’ universities, thereby reinforcing the brand positioning of Sirf Naam Ki Nahin, Kaam Ki Degree.

    The company’s previous campaign featuring a donkey was a big hit and generated quite a buzz on social media. The ad showed employees coming to lick a donkey – or an ass in other words – in hopes of pleasing him. The donkey symbolises the boss, who gave priority to sycophancy over talent. At the end, the protagonist refuses to lick the donkey and ends the film by saying that he needs specialisation, not ass-licking, to get ahead in his career.

    upGrad CEO – India Arjun Mohan said, “Our Donkey ad, owing to its bold messaging, was received well by our target audience and saw tremendous traction amongst users. We have also been able to translate the traffic into revenue, especially our management vertical which has seen an uptake for MBA programs.”

     The Womb co-founder Navin Talreja said, “It is a poignant take on the education system and admissions infrastructure in the country which is enabling the growth of the ed-tech industry. We believe it will connect with students who despite being good do not get opportunities to pursue their dream education.”

    Suyash Khabya, creative head at The Womb, added that the ad is rooted in culture and reality and offers one of the deepest insights to be seen in Indian advertising for a while. 

  • USV – Sebamed appoints The Womb as strategy & creative partners

    USV – Sebamed appoints The Womb as strategy & creative partners

    USV – Sebamed has appointed The Womb to handle its strategy and creative duties without the conventional multi-agency pitch. The agency will be responsible for building a new strategic platform for Sebamed, and communication of its entire portfolio.

    Sebamed India & USV FMCG business country head Shashi Ranjan said, “Sebamed as a brand has the potential to create a paradigm shift in Skin & Haircare through its unique pH5.5 advantage. We are looking at behavioral change from consumers to challenge their existing choices and choose right options basis verifiable facts. As the Brand has tremendous potential to disrupt the category, we needed a partner who can do complete justice to our aspirations. The Womb, with their passion for nurturing and building challenger brands and cultural approaches to taking brands to market, was a very natural choice. We are looking forward to a great partnership.”

    Read more stories on The Womb

    The Womb founding partner Navin Talreja said, “We are a challenger brand ourselves so are always excited with the opportunity to work a brand that is one too. And when it is one with as much substantivity as Sebamed, you know that the fight with the market leader will be interesting, to say the least. We look forward to building the business for Sebamed in India. We look forward to this journey with great excitement. Special mention to all at Sebamed who reposed their faith and trust in The Womb by awarding us the brand without a pitch.”

    The Womb founding partner Kawal Shoor added, "All Sebamed products sold in India are imported from Germany. Are made in Germany. That means they're not just built without compromise but have a valid rationale for being considered premium when picked up from Indian shelves. Every Sebamed product is conceptualised and manufactured with science and honesty at its heart and is for everyone, but because of its high price, a big part of strategy building will be to answer 'who will buy it', 'from where will she buy it', 'why will she prefer it over others', and 'how will she continue to buy it'. New opportunities have opened up due to certain issues that a leader brand is facing in baby care, and we're excited to help a deserving brand like Sebamed take center stage in Indian minds."