LEAD launches new campaign featuring Jealous Parents by TBWA

LEAD is disrupting the EdTech category. The offering? LEAD Powered Schools that prepare children all over India, not just for exams but make them ready for life. LEAD propels millions of students in Tier 2 and above towns with international standard of education, uninterrupted learning across hybrid classrooms and all other resources that are available in big city schools. Currently LEAD has over 2000 schools, with presence across 400 districts.  

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TBWAIndia's latest campaign for LEAD includes a TVC featuring the heart warming story of a young mom and dad who say they are jealous of their child because of the exposure that children in today’s day and age are getting through their LEAD Powered School - an insight that is unexplored in communication and rings very true. 

The TVC signals some significant shifts. Unlike other EdTech advertising featuring kids, LEAD's TVC offers a real peek into an emotional conversation from the parents’ lens, something that has been untouched so far. 

The film reflects a change in the mindsets about old and new ways of schooling. An unfulfilled desire that parents have to learn the way their kids learn today with new teaching methods that are active, curiosity driven and rely on audio, visual and best-in-class tech tools that makes learning fun and interactive. A clear departure from the old, lecture based passive modes of teaching and learning that the parents were used to growing up. 

The times have changed and LEAD Powered Schools are in sync with the changing times, progressive parents seem to say. Marking a shift to progressive parenting even when it comes to choosing the right school for a child, ’LEAD Se Padhenge Toh LEAD Karenge’ is the clarion call that lies at the heart of the campaign. 

LEAD’s Chief Marketing Officer Anupam Gurani said, “Growing up, I have witnessed how my parents wanted to provide me with better education but limited opportunities always posed a restriction. Now as a parent I echo a similar feeling for my child. With our first ever PAN India campaign, we want to reach out to all those parents who are looking to provide better school education to their child but have felt constrained due to lack of options. LEAD Powered Schools solve for this by providing International standard education in small town India, which is our core market. The underlying thought of the campaign is based on a beautiful insight tapping the emotion of how every successive generation of parents wants to give more to their children and in the process learn from them.”

Helming the execution of the film, acclaimed director, Nitesh Tiwari observed, “LEAD is doing a commendable job by empowering and enabling schools to have a curriculum that provides children with global standard of education. The ad film captures a parents’ perspective of how a LEAD Powered School is imparting interactive and enriching education, both at school and at home. I admire the brand’s vision of transforming conventional schooling in India.” 

Commenting on this opportunity to create some disruptive work in the EdTech space, Govind Pandey, CEO of TBWAIndia said, “LEAD has a noble social mission to provide excellence in education to all. This commercial recognizes the role of hardworking progressive parents in the middle India of tier 2 and tier 3 as the real heroes who despite the odds of their generation have made something of themselves and now have the exposure and the determination to know the difference the right school education can make and do not want to compromise in that. Even more so in these uncertain and turbulent times.”

Fronting this change in narrative on the future of education in India, Managing Partner of TBWAIndia - Parixit Bhattacharya said, “We often joke about being jealous of our kids because of the exposure they have in a world that is markedly different from the time we were kids. Though universal rules of child rearing still apply, today’s parents are dealing with an entirely new playing field. And the pressure to choose wisely is heavy. LEAD is one such choice that a progressive parent can make knowing they have selected a propulsive learning opportunity for their children. We wanted to bring this to life playfully  while centering on this eventually sweet emotion of a parent being jealous of their kid”