Higher edtech company UpGrad has announced an advertising tie-up with Star Sports for the upcoming ICC World Test Championship (WTC) final between India and New Zealand. Along with the WTC final, Upgrad is also set to feature on the sports broadcast channel during the 2021 Wimbledon Championship.
This deal marks UpGrad’s third collaboration with Star Sport. IPL 2020, and India vs England series in 2021 were previous assignments between the two parties. The advertisement is a part of a 360-degree campaign on TV, digital and social media. It will talk about UpGrad’s MBA programs as the batch launches for MBA across B-Schools.
Commenting on this association, Arjun Mohan, CEO- India, UpGrad said, “While saving up to pursue a higher education degree, working professionals often have to halt their career. This is where edtech leaders like UpGrad are working rigorously to bring Indians a variety of online MBA options which offers quality content pedagogy backed with global university credentials and can be pursued without having them to quit their lucrative jobs.”
The television commercial is the brand’s attempt to showcase the rat race amongst students for pursuing MBA from a young age. Yet, post receiving their degree, they still have to compete in a crowd to secure jobs. UpGrad talks about how to pick the relevant option and look outside the box. Make the correct choice, which does not give you a namesake MBA degree but gives you a career-outcome linked MBA degree.
The MBA ad campaign by UpGrad will be released on YouTube and Star Sports, followed by over 50 TV channels in regional languages like Hindi, Marathi, Tamil, Kannada, and Telugu. The WTC final is going to be keenly followed in India since it can be considered as the World Cup final in the test match. Since cricket is keenly followed by masses in India, Upgrad will be able to get a good amount of visibility on Star Sports during the World Test Championship final.
Meanwhile, Wimbledon will be an eagerly awaited Tennis event this year after it was cancelled in 2020 due to the pandemic. The blockbuster matches between some of the best tennis players also get good viewership in India, so joining hands with Star Sports for such a marquee event will benefit Upgrad in getting larger visibility.