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Tag: Mayank Kumar

  • The Ronnie Screwvala-co-promoted edtech venture has a Rs 100 crore marketing campaign and this appointment is part of the first phase of the same

    Starcom bags Rs 100 cr Upgrad account

    By A Correspondent

     

    Starcom India has bagged the media strategy and buying of Upgrad, one of the country’s largest online higher education companies. The mandate, which had been bagged by GroupM’s Essence last year, that has now been awarded to Starcom does not include digital.

     

    The Ronnie Screwvala-co-promoted edtech venture has a Rs 100 crore marketing campaign and this appointment is part of the first phase of the same. With an ambitious branding and communication roadmap,  the first phase in this roadmap targets Tier 1 and Tier 2 cities pan-India, across online and offline media. The media efforts would be directed to drive awareness and preference for Upgrad.

     

    Said Rathi Gangappa, CEO of Starcom India: “We are elated at winning the media mandate of the leader in the online education space. Upgrad was impressed with our strong, differentiated approach to planning, especially in the area of television, where we will look to drive significant and measurable ROI. The Starcom Human Experience (HX) premise and messaging, as well as our rich analytics and tech capabilities will bring in a huge impact for Upgrad on their media investments.”

     

    Added Upgrad Co-founder and MD, Mayank Kumar: “Online as a category is growing at a fast pace. Our campaign round the year in 2020 is to create larger awareness in the working professionals’ group on the urgency of constant learning, what we at Upgrad call LifeLong Learning.  We decided to partner with Starcom since their team stood out with their data-centric approach and ability to deliver on core business KPIs. They were able to demonstrate an effective, integrated approach to planning where all media is used to grow both short-term and long-term prospects.”

     

     

  • Upgrad is India’s largest online higher education company, basis gross revenue generated from the Indian market

    Meanwhile, Upgrad gets Tatvic Analytics for digital

    By A Correspondent

     

    Upgrad has selected Tatvic Analytics as its digital marketing consulting firm to strategise and implement data-driven marketing campaigns over the brand’s digital channels and programmatic space.

     

    “Understanding our consumers’ needs and catering to them has always been our priority and Tatvic demonstrated the potential to deliver on our learner centricity. It is through a rigorous and robust screening process, that we decided to onboard Tatvic as our digital analytics consultants. Their team is highly capable and is well aware of the latest industry trends which allows them to hit the ground running, which is exactly what we need at the moment to launch Upgrad’s biggest marketing campaign in calendar year 2020,” added Mayank Kumar, Co-founder & MD at UpGrad.

     

    Added Ravi Pathak, the CEO & Co-Founder of Tatvic Analytics: “We are excited to partner with Upgrad since we share their belief in data-driven marketing and their fierce commitment to focus on driving customer value using marketing data. It is very inspiring to work with a team like upGrad that has an advanced digital maturity and knows exactly where they are headed in order to be future-ready.”

     

     

  • Phase 1 of 9-month PG programme to be completed by June 2020

    Adfactors, Upgrad to train PR professionals in digital mktg

    By A Correspondent

     

    PR major Adfactors PR has signed an MoU with leading education company Upgrad to train 300 of its client-servicing employees in a post-graduate certification programme on digital marketing and communications. The course has been designed by experts from MICA with additional modules co-created with Adfactors PR, for PR professionals.

     

    The objective, notes a communique, of this transformational initiative is to foster a 360-degree digital ecosystem-readiness within the firm by building a deep understanding of social media, online reputation management, multimedia content capabilities, content marketing, digital analytics, campaign planning, and digital crisis management skills.

     

    While the first batch of over 100 employees, drawn from the Delhi and Bengaluru offices of Adfactors PR, have already started their training, two other batches of 100 each will start from August 16 and October 1, respectively. The course will have participation across levels from Account Executives to Vice-Presidents.

     

    The entire programme is funded by Adfactors PR for all its employees. The Phase 1 of this program, to be completed by June 2020, will be followed by Phase 2, where the remaining 300 client-servicing executives will complete this training.

     

    Said Mayank Kumar, Co-founder and Managing Director, Upgrad: “Adfactors PR’s endeavour is the largest digital transformation initiative that we have seen from a non-IT company. This unique enterprise partnership fits in wonderfully with upGrad’s own vision that in an ever-changing industry, professionals need to continuously upskill themselves in order to stay relevant. We are extremely happy to see that a new-age PR firm is also committed to a similar goal.”

     

    Added Madan Bahal, Co-founder and Managing Director, Adfactors PR: “As India’s leading PR firm, we have to be future-ready to meet the evolving needs of our clients. For our employees, such comprehensive education will serve as a bridge to migrate to the digital future. By March 2021, we expect every single employee of the firm to have post-graduate capabilities in digital marketing and communications.”

     

     

  • Appoints Tanya Ahluwalia as Vice President – Brand Marketing and Rahul Karthikeyan Head – Digital Marketing

    Upgrad strengthens senior leadership team

    By A Correspondent

     

    Online education company Upgrad has strengthened its senior leadership team by appointing Tanya Ahluwalia as the Vice President – Brand Marketing, while Rahul Karthikeyan will head Digital Marketing.

     

    Ahluwalia brings 18 years of experience working with leading organisations like Coca-Cola, BBlunt, Nike, Unilever, Delta Corp among others. Karthikeyan has been associated with the marketing and advertising industry for last 11 years in different capacities.

     

    Said Ronnie Screwvala and Mayank Kumar, Co-founders, Upgrad, in a statement: “Over the last two years Upgrad has developed a holistic digital education experience for working professionals and college students for upskilling and reskilling. We are happy that the new senior leadership brings diverse and rich learnings for upGrad to unlock the immense potential in the online education space and understand the Indian learners. We will continue this growth momentum, offering innovative opportunities for the working professionals and students to equip themselves with the new-age skills for workforce of the future.”

     

     

  • The film breaks the myth of online education being ineffective by showcasing how impactful the online education space is today

    Life ko karo lift, says Upgrad in latest ad campaign

    By A Correspondent

     

    Upgrad, an online education venture focused on building careers of working professionals, has unveiled its first ad-campaign featuring actor Vicky Kaushal.

     

    Created by Lowe Lintas, the ad campaign showcases upGrad as a brand which plays an important role in learner’s life by acting as an engine of transformation which gives them the ability to put their careers on a high growth trajectory.

     

    Announcing the launch of the new ad-campaign, Ronnie Screwvala and Mayank Kumar, co-founders, Upgrad said: “Through this campaign we are trying to create awareness on how Upgrad can help learners prepare for the future of work and help them thrive in their career. Online education for professionals is still at a nascent stage in India and to create awareness at a category level, we felt the necessity of a commercial that will change the consumer mindset and is relatable. Our association with Vicky Kaushal and the new TVC will help us increase our reach & create deeper connect across geographies.”

     

    Added Sagar Kapoor, Chief Creative Officer, Lowe Lintas: “It was an excellent briefing session by the founders that led our creative thinking at Upgrad. The vibe was positive and the brief actually spoke about what Upgrad can do to lives rather than just what upGrad is and how continuous learning can make sure one keeps navigating his or her career forward. Inspiring stories of how lakhs have already done this successfully spurred us further. All that said the team believed in keeping the message and tone of the communication sprightly and involving. Hence the idea of “life ko karo lift”!