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Tag: Arjun Mohan

  • To lead end-to-end marketing for the edtech major

    UpGrad onboards Ankit Khirwal as Head of Marketing

    By Our Staff

     

    Ankit Khirwal
    Ankit Khirwal

    Bengaluru-based Edtech firm UpGrad, has announced the onboarding of Ankit Khirwal as the Vice President – Marketing. In 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.

     

    Said Arjun Mohan, CEO-India, UpGrad: “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.”

     

    Added Khirwal: “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 LifelongLearning ahead.”

     

  • As head of creative and content marketing

    UpGrad appoints Shreyas Shevade for CM

    By Our Staff

     

    Shreyas Shevade
    Shreyas Shevade

    UpGrad, the edtech company, has 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.

     

    On welcoming Shevade to his new role, Arjun Mohan, CEO-India, upGrad, 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.”

     

    Added Shevade: “After a decade of being a mercenary on hire for brands, I’m now proud to pledge my allegiance to just one. 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.”

     

  • The campaign talks about the edtech major providing ‘Sirf Naam Ki Nahin, Kaam Ki Degree’ for working professionals

    UpGrad unveils new TV & digital campaign

    By A Correspondent

     

    UpGrad, the online higher education company, has unveiled its latest mass media campaign. The TV commercial, featuring a donkey, draws from the cultural insight that in the corporate world, everyone wants to climb the ladder and choose various ways to get ahead – one of the most common being the tendency to ‘lick ass’.

     

    Shot in Estonia, the film has been developed by creative agency The Womb and has been directed by Shashanka Chaturvedi, aka Bob, co-founder & director, Good Morning Films.

     

    Said Arjun Mohan, CEO – India, UpGrad: “Our primary objective is to define the kind of education UpGrad provides, that is not constricted by the mode of learning – which just happens to be online. The next ambition was to compellingly summarise all the types of courses we provide – post-graduate degrees, certifications and diplomas. We chose the word ‘degree’ because in India, the concept of a ‘degree’ holds emotional and practical heft across all socio-economic classes. While degrees are available a dime a dozen, the conflict occurs when they tend to be generic, outdated and from not so credible institutions, that are ultimately not valued by employers. Thus, the genesis of ‘Sirf naam ki nahin, kaam ki degree’ – upGrad’s promise to provide outcome-oriented specialisations that help learners to achieve the ROI on education – job/profile switch, increment or promotion, in other words, Employability.”

     

    Talking about the campaign, Kawal Shoor, Co-Founder, The Womb added: “UpGrad and The Womb got together a few months back to start working on building its brand and business in India. COVID-19 has hastened the need for edtech as a category. UpGrad is a very substantive brand in the midst of many lightweight educational institutions that have mushroomed all over India. It has a great culture, knows how to teach, and has tie-ups with some of the best universities in India, and the world. It can fulfil the learning needs of working professionals and undergraduates. We had to bring its various offerings under one, clear positioning idea for the brand that stems from and can influence culture. This spot introduces that idea, along with a clear proposition for working professionals.”

     

    Added Navin Talreja, Co-Founder, The Womb: “UpGrad’s Data Science and Management programs for working professionals have great pedigree with tie-ups with institutions like IIIT Bangalore, IIT Madras, and Deakin Business School. To make this resonate culturally, we borrowed from culture – work/corporate culture to be specific. We uncovered a very rich insight – in organisations, those who’re not good enough to find other means to rise. We built our proposition around this insight. What was even more challenging was to find a way to execute this in a lockdown – so what you’ll see, are Indian-origin actors from the UK, performing in an office in Estonia, being remotely directed from a villa in Goa. The clients at UpGrad have to be complimented for believing,”