BYJUâ€™s ropes in Mahesh Babu to encourage conceptual learning
BYJU’S, the world's most valuable edtech company, unveiled its latest regional ad campaign today, targeting Telangana and Andhra Pradesh and starring The Prince of Tollywood, Mahesh Babu. The all new ad campaign highlights evolving learning habits of students and celebrates the importance of impactful and conceptual learning through two fun and relatable narratives.
Conceptualized and created by Spring, the campaign propagates BYJU’S’ core belief that children learn better when they love learning. In these films, Mahesh Babu plays the role of a young uncle who learns about the benefits of tech-enabled learning through the experiences of his nephew. The child talks to his uncle and father about the importance of conceptual learning and how he loves this new way of learning. Disrupting the common belief that learning is always driven by the fear of exams, this new campaign celebrates the love for learning and the role of technology in helping students become faster, better and effective learners.
Announcing the launch of this new ad-campaign, Mrinal Mohit, Chief Operating Office - BYJU’S The Learning App said, “It is great to have Mahesh Babu associate with us and spread the message that conceptual and life-long learning is far superior to learning by rote. Our new TVCs are specially targeted at the Telangana and Andhra Pradesh markets to connect with parents and help them understandreal, tangible benefits of technology powered learning. The core objective of our new TVCs is to address the apprehension among parents and show them the real advantage of learning through a product like the BYJU’S Learning App. Mahesh Babu’s immense popularity and credibility amongst parents and children make him a perfect fit for our brand. We are confident that through this partnership we will be able to reach out to a larger audience and build stronger relationships across Telugu speaking markets.”
Speaking about the partnership, actor and father, Mahesh Babu, said, “As a parent, I truly believe that we should help our children stay curious. We should encourage them to ask questions, try to find the solutions on their own and make mistakes if necessary. They need to be the artists of their own lives and that's where life-long learning plays an important role. I strongly believe that tech enabled learning can have a long-term positive impact on a child’s learning journey and slowly eliminate the need for mindless memorization and rote learning. In all these aspects, BYJU’S has transformed learning and I am very happy to be a part of this campaign. These TVCs further the message of how every parent should empower their children to dream, learn and grow at their own pace and not force them on a learning path that they may not like.”
The ad series reaffirms BYJU’S focus on creating personalized learning programs for every type of learner. This campaign will connect with customers on all touch-points like television, print, digital and social media.