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Tag: upGrads

  • upGrad’s latest digital-first campaign focuses on upskilling

    upGrad’s latest digital-first campaign focuses on upskilling

    Mumbai: Edtech firm, upGrad’s latest campaign focuses on the importance of upskilling across tech domains for working professionals. It is a digital-first, gender-specific micro-targeted campaign.

    The campaign aims to encourage more women professionals to upskill and scale up their tech careers, across the industry. upGrad’s tech offerings like blockchain, full stack development (FSD), big data, devOps, cybersecurity and cloud computing are areas that learners are showing interest.

    Aligning with the viewer’s needs, the campaign targets professionals using gender-specific ads and creatives, based on their area of interest.  

    With close to 10 different versions, the campaign aims to micro-target users who are seeking to upskill themselves, by showcasing creatives and ads that align with their gender and subject interest across technology programs.  

    The digital film for the campaign, which is conceptualised by The Womb, showcases the mayhem that ensues when there is a fire in the office, and who the team rescues. The campaign has been directed by Roopali Singhal of Chrome Pictures and is live on digital.

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    Moreover, given the increased interest by women professionals in coding and software programs, upGrad’s campaign is reinforcing the importance of women coders by representing female protagonists in the ad films. The film showcases women learners upskilling with upGrad’s tech courses to become ‘very very important’ team members who drive organisational growth and success at their jobs, upon course completion.

    Commenting on the tech campaign, upGrad head of marketing Ankit Khirwal said, “we can no longer pretend that skilling is not important, especially in the field of technology, where human-machine interactions, Web 3.0, brand building in Metaverse are happening as we speak. Following this trend, we have witnessed an increase in interest from women coders for our tech offerings across blockchain, fsd, devops, cybersecurity, and more.”

    “Therefore, to encourage them further to upskill and fast forward their careers, our digital campaign will undertake a micro-targeting approach, to showcase the right offering to the right viewer based on their interest and profile, to help them navigate their upskilling solutions,” he added.

    Till date, upGrad learners have received an average career hike of 51 percent while getting placed with top companies like Uber, Flipkart, Meesho and Razorpay, after completing tech courses with the edtech major.

     “When there’s fire in the office, who will you save? Yourself, your boss or the most important employee in the office? That’s the premise Gunjan cracked when thinking of this campaign. The chaos added to the drama, the twist added to the fun and thus, we found a creative way of highlighting the importance of tech courses in today’s world,” added the Womb creative head Suyash Khabya.

  • upGrad’s #DontBeAChaatu campaign wins hearts of Twitteratis & YouTubers

    upGrad’s #DontBeAChaatu campaign wins hearts of Twitteratis & YouTubers

    upGrad, India’s largest online higher education company, this weekend, launched a social media campaign #DontBeAChaatu, to get the youth talking about upskilling and getting a specialised degree and to not use 'licking' to climb up the ladder of professional success. The activity also included a YouTube release, ‘How to Impress Your Boss’ in association with the YouTuber, ‘Be YouNick’, which highlighted a stark difference between types of professionals in a cheeky way. The sequence of activities triggered pop – culture influencers across platforms, who then contributed to the buzz and shared their personal experiences. Abhi & Niyu, Barkha Singh, Ankush Bahuguna, Saloni Gaur, and Ayush Mehra amongst others joined the bandwagon to promote the idea of upskilling. Twitter heavy weights like Gabbbar, Sagarcasm, Trendulkar, and Bollywood Gandu also shared their views on corporate world culture to support the drive.

    Netizens, in no time, picked up the conversation and caused a massive user-generated content that included real-life stories and quirky/funny communications from all over. The campaign was trending at number #2 on YouTube and #1 on Twitter on Saturday & Sunday respectively.

    Speaking on the campaign, Arjun Mohan, CEO – India, upGrad said: “With our recently launched campaign ‘Sirf naam ki nahin, kaam ki degree’ we wanted to trigger individuals to take specialisation seriously, and understand the criticality of times we are living in. The campaign reiterates upGrad’s core belief of outcome-based learning through tongue-in-cheek messaging. The core idea is to not only break the stereotypical notions about corporate growth but also to reignite learners' hidden ambition and push them towards the journey of Lifelong Learning.”

    #DontBeAChaatu campaign is an amplification of upGrad’s ‘Sirf naam ki nahin, kaam ki degree’ brand campaign which highlights how professionals use petty tricks like ‘licking’ to climb up the growth ladder and is currently live across 50+ TV channels. The Ad has already left the audience in splits, and have garnered more than 1.5 million views across social media platforms within a week of its launch.