UpGrad, 2020
How upGrad and Nukkad by STAGE encouraged youth to make the most of the lockdown
Client Brief
Give a boost to the upGrad’s #AageKiSoch campaign which encourages people to make the most of lockdown, learn or do something new and upskill.
Idea
The #AageKiSoch campaign was fun, inspiring and full of hope for a better tomorrow. The best way to make the campaign reach to the right audience, without coming across a preachy or in your face, was to design different kinds of integrations with the core messaging. Along with crossposts of the campaign video to garner maximum eyeballs, there were two hyperactive storyline integrations as well as two special videos with Nukkad by STAGE’s characters.
Execution
In storyline integrations, character Bubbly and Raja Beta spoke about their Aage Ki Soch and encouraged viewers to think about what next post the lockdown through one episode each of their shows Bubbly Chali B-town (Entertainment) and P Bole Toh Paisa (Financial Literacy). In the special videos, Bubbly and Raju Panchayati did a fun mashup with upGrad’s campaign video that starred Vikrant Massey, Fatima Sana Shaikh, Radhika Apte and more. Both Bubbly and Raju were seen doing something fun while at home during lockdown and instead of getting bogged by it, using the time to learn something new.
Result
Nukkad by STAGE and upGrad’s collaboration hit the right chord and garnered a 7million+ reach, 2.9 million+ views and an engagement of 24k+ likes, shares and comments.
Client
UpGrad
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