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Tag: upGrad

  • 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 teams up with Star Sports and Disney+ Hotstar for IPL ’21

    upGrad teams up with Star Sports and Disney+ Hotstar for IPL ’21

    Mumbai: Higher edtech brand upGrad has announced its association with Star Sports and Disney+ Hotstar for the second phase of the 14th edition of the Vivo Indian Premier League (IPL) 2021.

    The company is set to unveil its campaign on 19 September, which will run till 15 October in Hindi, Tamil, Telugu, and Kannada to connect with the wider audience, it said in a statement.

    “With the cricket frenzy setting in, we aim to launch our campaign during the tournament to develop a deeper connection with our pan-Indian audience and narrate the significance of outcome-oriented life-long learning as a means to achieve career growth and success,” said upGrad India CEO Arjun Mohan.

    “Vivo IPL has been a high-impact platform that sees unparalleled scale across both TV and digital screens,” said Star & Disney India head of ad sales Nitin Bawankule. “The reach, ratings and impressions are testimony to the power and impact that the property commands and it will be the biggest opportunity for marketers to leverage this upcoming festive season.”

  • upGrad celebrates unconventional teachers in new campaign

    upGrad celebrates unconventional teachers in new campaign

    Mumbai: EdTech player upGrad has launched three-film digital campaign to celebrate the role of different kinds of teachers in one’s life. Conceptualised by the brand’s in-house team, the films touch upon the basic realisation that beyond the college faculty and professors, upGrad’s career coaches, mentors, support teams, and even learners themselves play the role of a teacher, and it is their unending guidance that helps one forge the path to success.

    The videos have been directed by Pranjal Vaid and produced by Mantavya. Aligned with the message of ‘Life Long Learning’, the campaign takes an emotional approach to depict how peer-to-peer learning and students’ support are critical for learners to drive successful career transitions.

    Commenting on the campaign launch, upGrad CEO, Arjun Mohan said, “This is the brainchild of an internal discussion around people who are tasked with guiding and supporting our learners to understand their career aspirations. The team goes that extra mile for our learners to instill confidence and push them to drive positive transitions for themselves. We have also set up the courses in such a way that peer-to-peer discussion accounts for a significant percentage of the scores. This further fosters the habit of discussion and problem-solving. Therefore, at upGrad, we believe that the definition of a teacher is no longer limited to the industry experts teaching the concepts, but it also encompasses peers and student mentors who accompany the learners through their upskilling journey.”

  • Yogesh Nehra named upGrad president, technology

    Yogesh Nehra named upGrad president, technology

    Mumbai: Higher ed-tech company upGrad has appointed Yogesh Nehra as president – technology to spearhead development for the tech infrastructure and make the online learning experience more immersive for its learners globally.

    In his new role at upGrad, Nehra will oversee high-performing engineering teams and driving digital transformation initiatives like product conceptualisation, and application architecture, which can further continue to add-on to the platform’s capabilities for a smoother consumer experience.  

    He brings with him over 15 years of experience in scaling and building high-performance teams, building ground-up software products, and aligning them with business growth to meet scale across the start-up ecosystem. He has co-founded and built ShopG as a social commerce product for Indian users. Before ShopG, Nehra was part of many unicorn’s journeys that include start-ups like Rivigo, Ola, Inmobi, and Wittyparrot among others.

    “We are thrilled to have Yogesh join the upGrad family at such an important juncture. As we are witnessing exponential growth in our user base, the existing infrastructure needs incremental re-engineering to embrace newer technologies that can be integrated into our existing processes to deliver a superior learning experience,” said upGrad, co-founder & MD, Mayank Kumar. “I am confident that his proven expertise in the domain will lead the company to the next level and support the ever-accelerating growth trajectory of the business.”

    “I am excited to join upGrad and contribute towards the vision of powering career success for every member of the global workforce as their trusted lifelong learning partner & driving meaningful career outcomes,” said Nehra. “I look forward to working with this dynamic team and using my expertise in building a product roadmap and infrastructure that will play a significant role in the company’s expansion journey in the coming years.”

  • upGrad appoints Ankit Khirwal as VP – marketing

    upGrad appoints Ankit Khirwal as VP – marketing

    Mumbai: Homegrown ed-tech company upGrad on Saturday announced that Ankit Khirwal has joined the upGrad management team as vice president – marketing.

    As part of his new role, Khirwal will lead the end-to-end marketing efforts across the organisation. He will manage all aspects of brand marketing and public relations, performance marketing, CRM marketing, creative and content marketing.

    Khirwal was earlier associated at Pepperfry as marketing head. As a part of its senior leadership team, he managed the entire marketing function. In addition to marketing, he has also led various verticals including category management, financial planning & strategy. Prior to Pepperfry, as an analyst at RBS International, he worked on key Debt Capital Market transactions for Indian corporates.  An IIM-Bangalore alumnus, he is a CA by qualification and a graduate of the Shri Ram College of Commerce.  

    Welcoming Khirwal on board, upGrad India, CEO, Arjun Mohan said, “We are thrilled to have Ankit onboard. His proven experience in deepening brand presence, expanding the consumer funnel, and scaling up revenue will be invaluable in helping upGrad maintain its rapid growth to meet the strong demand with the expansion of our footprint in international markets and new verticals.”

    Talking about his new role, Khirwal said, “I was the first person in my entire family to pursue studies beyond under-graduation. I understand and value the importance of education in life. It is an exciting time to be part of the global online education revolution and it will be a fulfilling experience to take upGrad’s philosophy of lifelong learning ahead.”

  • upGrad turns unicorn with $1.2 billion valuation

    upGrad turns unicorn with $1.2 billion valuation

    Mumbai: Homegrown online higher education provider upGrad has become the newest unicorn from the country after it closed a series of raises from Temasek, IFC (International Finance Corp, a sister organisation of the World Bank and member of the World Bank Group), and IIFL. The ed-tech startup has raised a total of $185 million at a value of $1.2 billion.

    “We are very focussed on our path to being in the top three to five companies globally in ed-tech and serving the one billion workforces across the age group of 18 to 60 years,” said upGrad chairperson and co-founder Ronnie Screwvala. “We are pleased with the investor interest ever since we opened up for a fundraise, and had our maiden raise from Temasek, followed by IFC and IIFL in the last 60 days.”

    “We will announce further updates on M&As, and unlocking value as they unfold. Yes, the last value was at $1.2 billion, but as I keep saying, we are not a fan of the tag name unicorn – for us, it is only a means to a much larger goal,” Screwvala added.

    upGrad has always been promoter-funded with the founder group still owning 70 per cent plus in the company. It is reportedly in advanced talks for a $400 million fundraise at a valuation of $ four billion.
     

  • upGrad India onboards Abdul Wajid Shaikh as head of performance marketing

    upGrad India onboards Abdul Wajid Shaikh as head of performance marketing

    Mumbai: Edtech major upGrad on Friday announced the appointment of Abdul Wajid Shaikh as head of performance marketing for India.

    In his new role, Shaikh will be driving end-to-end performance marketing across digital platforms. He will also work towards streamlining and automation of the entire performance marketing processes to facilitate profitability, said the company in a statement.

    Welcoming Shaikh on board, upGrad CEO-India, Arjun Mohan said, “We are thrilled to have yet another LifeLong learner, Abdul who joins the upGrad family. Aligned with our vision, he brings with him deep domain expertise, given his decade-long experience with other digital brands. I am confident that Abdul joining our dynamic performance marketing vertical will help us scale newer heights while staying true to our vision and core beliefs.”

    Shaikh comes with more than a decade of experience in the digital marketing industry. He has had stints with brands like WhiteHat Jr, Flipkart, Viu OTT, InMobi, Mobiclicks.

    Talking about his new role, Shaikh shared, “Being part of upGrad is going to be an exciting new phase for me. The edtech space is booming with potential and prospects waiting to be explored. And upGrad is at the cusp of new possibilities and opportunities. I resonate with upGrad as a brand and its philosophy of Lifelong Learning. While I am enthused to bring all my experience and expertise to bolster upGrad’s presence, I am also excited about picking up new skills along this journey.”

  • upGrad highlights importance of online degrees in new ad film

    upGrad highlights importance of online degrees in new ad film

    MUMBAI: Edtech platform upGrad has launched a new ad film addressing the disenchantment experienced by the youth across the country due to the shutting down of institutes in the wake of the Covid-19 pandemic, as they stare at an uncertain job market and future unemployment.  

    Taking ahead its ‘Sirf Naam Ki Nahin, Kaam Ki Degree’ campaign, the film aims to highlight the edtech’s offering of online graduation courses from universities across the country.

    Conceptualised by The Womb, the film targets the youth disillusioned about their future amid the pandemic, especially those hailing from smaller towns lacking in reputed institutes. The video shot in a scenic location in the country’s interiors showcases a group of friends who harbour dreams of education in the big cities. They vocalise their misery of having to forgo those dreams in these testing times by means of a melancholic jingle.

    The creative aims to reassure the aspiring learners that while there may be no visible end to the pandemic on the horizon, all their hopes for a bright future need not be lost and that they need not give up on earning a suitable degree from a respected college. 

    upGrad chief executive officer – India Arjun Mohan said, “We have partnered with the leading universities to provide young India with UGC entitled, and WES recognised degree courses to give them a 360-degree university experience online. Post the course completion, we will also assist these learners with career services that involve a paid internship up to six months and placement support up to three years based on their performance.”

    The Womb co-founder Kawal Shoor added, “Now, with upGrad tying up with many universities to provide value-added under-graduate education online, there’s a new opportunity for young students to access high-quality education in their own hometowns, without having to leave to bigger cities as has been the norm. Our campaign borrows from the current reality but also is geared towards positioning online undergraduate education as a powerful alternative to trudging to a nearby big city to access quality education. And also, to nudge them to believe that even online graduation can lead to a ‘Kaam ki Degree’.”

    The commercial will be aired across 50 TV channels across geographies, along with 360-degree amplifications in other media channels.

  • upGrad names Shreyas Shevade as Head of Creative & Content Marketing for India

    Mumbai: Higher ed-tech start-up upGrad on Thursday announced the appointment of Shreyas Shevade as the head of creative and content marketing. Shreyas’s role will be to integrate upGrad’s brand messaging across traditional and new media.

    An award-winning creative professional, Shevade brings with him over 11 years of experience in integrated advertising, digital marketing, PR, and relationship marketing. He has previously worked with leading and multi-national agencies such as MRM//McCann, Edelman, Contract Advertising, Rediffusion Y&R, and Grey Worldwide.

    Through the course of his career, Shevade has crafted clutter-breaking campaigns for brands like Volkswagen, Durex, Surf Excel, Dove, Bajaj Allianz, and IndiaFirst Life Insurance, which have won several national and international awards.

    On welcoming Shreyas to his new role, upGrad, CEO-India, Arjun Mohan said, “Smartly-crafted branded content and storytelling skills have the potential to connect with audiences at an emotional level. Shreyas’s rich marketing experience and cultural inclination will help us strengthen our brand presence across the country. We are thrilled to welcome Shreyas to the upGrad family.”

    Talking about his new role, Shevade, said, “Edtech is at an interesting juncture of revolutionising education, changing the norms of how, where, when, and who it is made accessible to, and upGrad is at the helm of this revolution. The fact that upGrad’s philosophy of Lifelong Learning matches my own, and that I get to work closely with entrepreneurs I’ve admired from afar, is what I’m pumped about the most.”

    Inclined to the tradition of imparting knowledge and education even outside of work, Shreyas gives guest lectures at Mudra Institute of Communications, Ahmedabad. He also works with home-grown businesses within his networks, to guide and mentor them in their marketing initiatives, said the company in a statement.

  • upGrad ties up with Star Sports for upcoming WTC finals

    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.