NEW DELHI: Toppr, a leading player in the edtech space, has rolled out its latest ad campaign, “Better Learning. Better Results.” It puts a strong emphasis on Toppr's complete learning methodology, comprising three key sections: live classes, adaptive practice, and ask doubts, solely aimed at encouraging students to understand, reason and question for better learning outcomes.
The brand is looking to target the parents who have the final say in subscription of the product. The idea is to get more students and parents to sample the product and increase the subscriptions of the product. The brand is taking on the likes of Byju's, Extramarks, and several others who are aggressively spending across IPL in order to gain a substantial pie of the market.
As part of the campaign, Toppr has launched three TVCs of 20 seconds each in Hindi and other languages in collaboration with Lowe Lintas, a leading Indian advertising marketing communications company. These ads highlight how switching from offline coaching to Toppr's online learning platform results in a positive change in the student's results with a better understanding of the subject and ability to answer the questions correctly.
One of the ad showcases a student and her mother visited by a neighbour. The latter check his report card and questions that what has changed all of a sudden as he was unable to score well in his studies until last year. The mother replies that she has taken him from coaching and put into 'Soching'.
Toppr CEO & founder Zishaan Hayath said, "Coaching classes are inaccessible to millions of students and by design, they can’t personalise learning for every student. While a handful of better performing students get to learn from better teachers, others don't have access to the same resources, even though they are enrolled in the same coaching class. Toppr eliminates all such discrepancies and personalises learning for every single student. We encourage students to understand, reason and question for better learning. And when students start “soching”, better results become the outcome of a better learning process. We are excited to see what conversations our new TV campaign will drive for our students."
Lowe Lintas ECD Tasneem Ali said, "Toppr’s three key features, live classes, adaptive practice and ask doubts Anytime help kids to first ace learning. Because only then can exams be aced. This being our guiding philosophy from the very first start, we felt it was time to carry it forward in our advertising. Thus, we came up with the creative expression of Soching Class, to not only bring alive our emphasis on thinking-based learning, but also to encourage parents to shift their kids from one class to another. From a coaching class to a soching class."
As students switch to online platforms for various learning needs during the lockdown phase, Toppr believes that it is the right time to spread awareness around its offerings among parents, who are considered the most significant decision-makers for their child's learning needs. Moreover, the company has purposely used real-life characters instead of celebrities in their TVCs to make the content more relatable to students and parents, so that they can further spread this among their network, and drive more engagement.
A report by RedSeer and Omidyar Network India says the coronavirus pandemic has proved to be one of the biggest game-changers for India’s edtech sector. Online education offerings for classes 1 to 12 are projected to increase 6.3 times by 2022, creating a $1.7 billion market.
