Learning app Byju’s & Shah Rukh Khan script different kind of love story

Byju’s, a leading ed-tech company and one of the world’s most popular K-12 apps, unveiled its new ad-campaign on the occasion of Children’s Day. Featuring Shah Rukh Khan with a bunch of energetic children at a school annual day performance, brand Byju’s celebrates the curiosity of young minds and the importance of loving what they learn this Children’s Day. 

Learning today is driven by the fear of exams, rather than the love for learning. Breaking this conventional mindset, Byju’s as a brand has always stood out by its core philosophy of ‘Making children fall in love with learning’ since inception. The new ad campaign further reinstates the same belief. In fact, the energy filled annual day performance of the children with Shah Rukh Khan translates this exact feeling. 

Created by Lowe Lintas, the ad campaign is centered on the concept that children learn better when they love learning. It also showcases how learning, integrated with technology, can encourage and empower children to learn on their own. The ad campaign captures the excitement and enthusiasm that children feel when learning becomes easy and so much fun, that they perform it on stage. 

Announcing the launch of this new ad campaign, Byju Raveendran, Founder & CEO, Byju’s – The Learning App, said, “Children rarely use the word ‘Love’ and ‘Learning’ together as learning has always been equated to pressure, stress and competition. We have always strongly believed that children learn better when they love what they learn. Our partnership with Shah Rukh Khan will help us increase our reach and create deeper connect across geographies. His wide appeal and adoration amongst parents and children makes him a perfect fit for our brand.” 

Speaking about the partnership, Shah Rukh Khan said, “I am very happy to be associated with Byju’s and contribute towards the journey of transforming education. I am big believer of quality education and have always looked out for attractive and engaging ways to teach my children. As a parent, I believe that if children are taught through a visual medium, they will learn better as smartphones and tablets have become their primary mode of content consumption. Byju’s - The Learning App is truly is a friendly and powerful tool for children that offers them a fun, easy and interactive way of learning.” 

The new ad campaign is also an extension of the recent Byju’s brand refresh initiative. It re-emphasies how Byju’s has been making learning fun, engaging and personalised for children across grades and geographies. 

Byju’s K-12 learning app offers highly adaptive, engaging and effective learning programs for students in classes 4-12 (K-12) and competitive exams like JEE, NEET, CAT, IAS, GRE and GMAT. 

Launched in 2015, Byju’s claims to have 12 million users and 700,000 annual paid subscriptions, with an average time of 51 minutes being spent by a student on the app every day from 3,000 cities and towns. According to the company, the annual renewal rates are as high as 90 per cent.

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