By Our Staff
UpGrad has rolled out a brand campaign, featuring the journeys of its alumni in candid conversations on-screen.
Said Ankit Khirwal, Head of Marketing at UpGrad: “It was our deliberate effort to bring out such real stories from upGrad alumni, which resonate with the concerns of the millions who want to pursue upskilling to fast forward their careers. This also helps build trust and credibility of our courses and their impact at large.”
Added adman and filmmaker, Manoj Tapadia: “Realism was inbuilt, and I didn’t have to try and manufacture anything like fiction. The challenge was how to make it entertaining and engaging because there are dime-a-dozen testimonial ads. How could have we been different? That’s where the idea of capturing the real onset interaction between the director and the ad came in. It was spontaneous, like a live shoot.”