upGrad uses humor to promote professional doctorate in new campaign, Marketing & Advertising News, ET BrandEquity

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A photo of the upGrad ad.

Edtech upGrad has unveiled a new campaign to promote its latest Doctor of Business Administration (DBA) offering. With this, upGrad encourages mid-level and senior professionals to develop their skills.

The ad takes place in an airplane setting where the flight attendants are looking for a doctor to take care of a sick patient in an emergency. Someone appoints a doctor and he rushes to the patient. When he finally gets there, he tells them that he is not a doctor but rather a Doctor of Business Administration. The rest of the passengers get curious after hearing it and are interested in getting a higher degree.

Directed by Chrome Pictures’ Roopali Singhal, the film takes a humorous route to show the importance of a DBA for working professionals.

Ankit Khirwal, Marketing Manager at upGrad, said, “Times are changing and so are our learning needs. Mid- to senior-level professionals who are constantly dealing with new technologies and skill gaps should consider becoming domain experts instead of just getting an upgrade as a quick fix. This is where we want to support them with the best in content and learning opportunities that come with added values ​​like the ability to learn at your own pace, global university accreditation and individual thesis supervision to complete the immersive learning experience with upGrad. While the program targets learners’ academic interests, it also helps them with real-world applications to achieve maximum professional benefits. Suyash Khabya, Chief Creative Officer at The Womb, said, “There is always a creative challenge when working on vertically directed films with upGrad. Unlike celebrity-focused commercials, the task here becomes even more demanding as it requires a precise message and appealing visual representation to create a large-scale impact. We’re excited to continue our efforts with upGrad as it makes us think way beyond the box and it’s the kind of adrenaline rush we seek to follow in quality results.”

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