Vedantu partners with BBDO India, launches its first brand campaign
Vedantu, a pioneer in LIVE online learning, today launched its first brand campaign – ‘Samajh aayega toh mazaa aayega’. In 2014 Vedantu, introduced the LIVE Online learning concept with its first LIVE Class. Through this campaign, the brand is aiming to take this category to the masses and create impact at scale. The campaign emphasizes the importance of adding fun to a child’s learning journey, using LIVE online classes to make it more engaging and effective. When learning is made fun, a child develops a natural interest in the subject and the rest of the process flows naturally. Airing across leading television channels and social media, the brand ad film narrates how Vedantu’s technology intervention has made learning a fun and engaging experience. With further innovation, education will become more accessible, immersive, fun and a highly personalized experience for students across the country.
Speaking on the campaign, Vamsi Krishna, CEO & Co-Founder, Vedantu said, "We are excited to launch our first brand film to spread the message that learning should be fun and engaging. This film is a culmination of Vedantu’s journey that began in 2014 as the first to bring LIVE classes, to now, in 2019, as a frontrunner in the LIVE and personalized learning space. Technology has played a massive role in this timeline where we have reimagined and evolved the teaching and learning experience. Bringing in a new wave, we hope students will adopt the LIVE and online way to transform learning forever."
The three-part ad film portrays everyday scenarios from a student’s life such as playing football, reading a book at home, commuting and even at the dinner table. No matter where they are, Vedantu’s LIVE online classes is easily accessible and students can learn effortlessly. All they need to do is download the app and begin their learning journey with top notch educators who are at a different location but connecting with them and solving their doubts, real-time. Learning is juxtaposed with fun elements, peer learning and gamification such as LIVE quizzes and leadership boards which motivate the students to stay engaged throughout the sessions. It features founders along with other teachers to give a glimpse of how teaching takes place at Vedantu.
Vedantu partnered with advertising agency BBDO India, for the creative concept and ideation. Hemant Shringy, Chief Creative Officer, BBDO India said, “When we heard about Vedantu, we knew it was going to be a positive revolution in education. It is the best of both worlds and a sweet spot between human interaction of LIVE classes and the new-age progressive technology that makes learning accessible and enjoyable. And when we attended a LIVE class, we were amazed! The experience was unmatched. The product is the hero here and our job was to bring that a LIVE in a communication that brings forth the empathy the creators have for the students and the real struggles they go through, in a format that appeals to the students and the parents.”
In a diverse and vast country like India where there’s paucity of quality educators and teachers, Vedantu addresses the need for quality learning from quality teachers – all students need is Internet connectivity and a smartphone, laptop or a tablet; and voila! They are ready to learn from the best teachers in the country, no matter where they are located geographically. And these teachers make topics fun and engaging so that learning flows. Vedantu has always strived to stay true to this mission, by measuring Learning Experience (LE) and Learning Outcome (LO) separately and believes that LE results into LO. From MasterTeachers to Content, from Product to Tech, all have been designed by Vedantu to make a class super fun and engaging.
Shivani Suri, CMO & Head of Categories, Vedantu said, “Vedantu is set to transform the face of education in India. Through our LIVE online platform and with some of India’s finest teachers, we not only offer personalized learning journey but also ensures tangible learning outcomes for our students. With the help of technology, we hope to make this new way of learning accessible to every child. With this campaign, we want to establish Vedantu synonymous to LIVE learning and are excited to take this message to students across India through the launch of our new ad campaign.”
Himanshu Tiwari, who has directed TVCs for some well-known brands, was the director of the film. He said, “I believe that a combination of learning and fun is extremely crucial, especially for the budding learners of today. This is exactly what we wanted to capture in our musical films for Vedantu. It’s a task to put together the voice of an entire generation into a 30 second advertisement, especially when the storytellers are kids themselves. But for me that's one of the most unique aspects of our films.”
Vedantu roped in well-known music director Ram Sampath and lyricist Amitabh Bhattacharya. Sharing his experience on working on the music for Vedantu TVC, Ram said, “Creating the Vedantu anthem was an exciting challenge. The task was to compose & craft a contemporary pop song that resonates with children & parents. We also had to capture the LIVE online learning aspect that makes Vedantu such a unique learning app, so hopefully people will enjoy our anthem & the app. Working with a master lyricist like Amitabh Bhattacharya & the meticulous Vedantu team was an absolute pleasure & if their exacting standards are anything to go by, the app is sure to be a massive success.”