Pearson Education’s DigiClass records 300% YoY growth
Bullish on growth, Pearson Education Services has entered the mass media space for the first time with a multi-media campaign to promote its ICT-based solution DigiClass with Anil Kumble as brand ambassador.
Pearson Education Services (PES), one of India’s leading education services company, has launched a multimedia campaign, for the first time, to promote its flagship product DigiClass. The company is a part of Pearson Plc., a global education, media and publishing group, represented by market-leading businesses such as the Pearson Education, Financial Times and Penguin. DigiClass is Pearson’s ICT based solution that aims at converting traditional classrooms into interactive sessions by combining state-of-the-art hardware with syllabus-compliant, multimedia content.
The campaign’s tagline reads ‘Lessons for Life’. Srikanth Iyer, COO, Pearson Education Services, elaborated on the reasons behind coming out with a product promotion for the first time, “The market for multimedia-based educational solutions has been growing exponentially over the last few years. The footprint of DigiClass alone has grown at a rate of 300% year-on-year and we are the second largest provider of technology-enabled educational solutions to private schools in India, which gave us great confidence. We decided to promote the product using mass media so as to reach out to a larger number of schools, generate awareness about DigiClass, and make quality education available to a larger numbers of schools across the nation.” DigiClass is based on the concept of cognitive learning which suggests that when an individual learns by experiencing, she/he processes the information better and therefore remembers it longer.
Presently, the interactive educational tool has been adopted by 2,000 schools in India. The company plans to add another 2,000 schools this year. “We expect to add the majority of the schools in tier 2 and tier 3 cities. We are already present in many Indian schools in countries such as Nepal, Bangladesh, UAE, Maldives, etc,”
Srikanth remarked, “From pre-school to high school, early learning to professional certification, Pearson’s curriculum materials, multimedia learning tools, assessment and testing programmes help to educate more than 100 million people worldwide.”
The company has chosen Anil Kumble as the brand ambassador to promote its different offerings beginning with DigiClass. Choosing Anil Kumble to endorse a product associated with education, Srikanth clarified, “Kumble as a sportsman is known for his focused and hands-on approach to the game. His wide knowledge and versatility have been his strengths and we felt he was a perfect fit to endorse DigiClass which is grounded in experiential leaning. The solution encourages an interactive teaching-learning process through usage of multimedia.”
Rimona Ganapathy, Creative Director, Temple Advertising which created the TVC and is handling the creatives, gave details on the brief received for the campaign, “The client approached us for the launch of the DigiClass campaign and the brief was to work on a 360-degree campaign across India to build brand awareness. The target audience includes principals, and decision makers in the school space. DigiClass makes learning a real life experience so that children understand concepts better and never forget. This was the focus of the campaign. We chose Anil Kumble not only because he is a well-respected cricketer known for his legendary abilities and integrity but also because he is not over-exposed as a celebrity and therefore, his presence would stand out in advertising clutter. He also lends a certain amount of credibility in the education space because it’s a widely known fact that he was a topper during his engineering days.”
The TVC went live on November 11, 2011. The campaign will run till March 2012. Speaking to exchange4media about how the campaign would unfold, Sriram Sharma, Vice President, Starcom stated, “The first burst of the campaign is for 44 days, running till end of December. The second burst is likely to start in the beginning of 2012. This is the only TVC to be aired during this campaign. There are 42 channels in the plan. This is a national campaign with regional inputs as well. It is a multimedia campaign; activity on internet and print has also started along with the TV campaign. As for the media mix, 75% of the budget is being spent on TV, 10% on digital, and the balance is on print.”
The commercial was shot in Mumbai. Rimona shared details on how they came up with the idea and went about executing the TVC. “To drive home the point that personal experiences are ones that are better remembered, we played on Anil Kumble’s memories of his experiences as a cricketer. A warm, earthy, and honest feel was created so that viewers could relate to the interaction between the little girl and Anil Kumble and we felt that it had to come across as real and not gimmicky. The classroom sequence was brought alive with graphics to highlight the children’s awe.”
Campaign credits:
Creative team: Rimona Ganpathy, Rajagopal Achary, Manmohan Anchan
Production house: Highlight Films
Direction: Sunhil Sippy
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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