“Grey Worldwide gave the best possible creative rendition of IDP Education’s story”

A global leader in international educational services, IDP Education, has been in the industry for nearly 50 years, knowing and applying the best practices in order to help aspirants on their journey to study abroad. The extensive range of services that it offers along with the experienced staff and foothold in the industry, ensures that the international future of students is bright as well as rewarding.

It recently introduced its first video commercial in a partnership with Grey Worldwide. The video is a testament to the fact of how IDP education is helping millions of students to fulfil their dream to study abroad. The commercial takes the audience through a meaningful journey showcasing the bond between a father and a daughter. It showed the journey from a father helping his daughter to learn cycling when she was a kid to helping her to decide a hairstyle that will suit her best. However, when his daughter wanted to study abroad, he was not able to give his best. The daughter further comes across the digital app of IDP education and elaborates to her father about how it can help her on her journey to study abroad. She assures her father that he has guided her enough to take the right decisions in life. At the end she shows her father that he will always be her superhero, just like in childhood.

In conversation with Adgully, Piyush Kumar, Regional Director (South Asia & Mauritius) IDP Education, said “IDP’s vision is to build a global platform and connected community to guide international students along their journey to achieve their lifelong learning and career aspirations”. Excerpts:

What is the idea behind creating the first video commercial of IDP in partnership with Grey Worldwide?

A student’s decision to pursue international education is one of the most important decisions for the whole family in India. The entire journey of studying abroad involves a lot of time and effort from the students as well as their parents. We know that finding the right destination, courses, college, etc., can be a bit overwhelming, and both the student and their parents find it challenging to find the correct information. IDP is cognizant of it and supports them by clarifying various aspects of studying abroad and providing the best suitable option for a student’s bright career and future.

IDP, an international education expert, can help students with the documentation, application procedures, accepting offer letters, visa guidance, etc. We wanted to ensure that we would be a part of their studying abroad journey at every step and are the best partner to guide them in this journey. Grey Worldwide understood our requirements and gave the best possible creative personification of our work; hence it was a natural choice to work with Grey Worldwide.

What is the vision of IDP?

IDP’s vision is to build a global platform and connected community to guide international students along their journey to achieve their lifelong learning and career aspirations.

How will the video help students in making the right decision?

Our objective was to ensure that no student would restrict their dream of pursuing overseas education. IDP Education supports students and their parents at every step to help them navigate the study abroad journey. With this video, we hope students who want to study abroad will take the first step toward realising their dream and connect with our expert counsellors to help them pursue their international education aspirations.

What is the story of the video?

The video tells a story about a father being his daughter's superhero; and how he always gives her the right advice. But when it comes to guiding her in her international education, he finds it difficult to do so. He is worried that he may not be able to guide and help her like before, in what is surely one of the biggest decisions of her life. However, the daughter, who is now a bright and confident young woman, reassures her father that since IDP Education is there to direct her in her overseas education journey, he doesn't need to worry about anything. They both visit IDP Education, and the father ensures all the queries get answered, and the daughter can successfully pursue her dream of international education.

How will the video cater to the needs of the tier 2 and tier 3 students who are aspiring to study abroad?

The study abroad journey comprises selecting the destination, college, course, etc., that fits best to one’s requirements. This remains largely the same for students in metros, tier 2, and 3 cities – they all have similar questions about studying abroad; hence we are expecting a similar impact of the video across the country.

To connect better with our audience, we have dubbed the video in nine languages including English, Hindi, Tamil, Punjabi, Malayalam, Gujarati, Bengali, Telegu, and Kannada. We have also recently opened our 23 omnichannel offices which are all in tier 2 and 3 cities so that we could cater to the needs of the people residing in those cities as well.

How has been the journey of IDP education since its inception?

Founded in 1969, IDP Education is an Australian headquartered company working in overseas education services. Currently, it is the world's leading student placement service provider. It has a global presence in more than 30 countries with a network of over 150 international student placement centers. For over 50 years, IDP has played a significant role in international education by offering comprehensive counselling services to students and having placed more than 500,000 students into quality institutions in Australia, Canada, New Zealand, the United Kingdom, the United States of America, and Ireland. It has partnered with more than 800 world-class educational institutions worldwide to help students find the best course for their future.

IDP began its Indian operations in 1995 and has been guiding students for their education in Australia, the USA, the UK, Canada, New Zealand,and Ireland. It also organizes India’s biggest education fairs across the country for students and university representatives to come under one roof and exchange information.

IDP owns some of the world’s most popular education websites such as The Complete University Guide, Whatuni, and Hotcourses Abroad. It is also the co-owner of IELTS – the world’s leading English proficiency test. IDP has more than 1,600 IELTS (International English Language Testing System) test locations across 140 countries.

What were the challenges on its path and how did it overcome it?

We wanted an agency that could understand our ethos and what we stand for. Hence, selecting an agency was a major decision for us. We ensured that the agency we chose aligned with our communication objective. Grey Worldwide easily understood our requirement and gave the best possible creative rendition of the story we wanted to tell.