Driven by digital disruption, the global pandemic, and an increased consumer consciousness, today we have more than 650 fast-growing D2C brands 1 operating in India, in segments spanning fashion, cosmetics, fitness, personal care, financial services, and more. It’s a highly competitive environment, and brands have shifted their focus to using data to acutely understand their customers’ preferences and demands, and then tailoring their messaging based on those insights—all to drive intent among a larger audience. In short, it’s all about the consumer.
In order to thrive in our evolving digital landscape, companies understand that consumer marketing is the essential part of their marketing playbooks as it can effectively (and emotionally) position products and offer consumers a better understanding of offerings and in turn derive value which forges trust and loyalty.
Building on this context, Pearson India recently joined forces with several key influencers to deliver thematic and meaningful storytelling to connect with consumers on deeper level. Top national and regional celebrities, sports icons, and high-profile personalities in the education ecosystem can better engage with large fan bases across the country, strengthening our digital proposition and driving home the message that, “Good Preparation” (via learning) is key to great personal results in the future.
This a significant leap and moment, as Pearson—globally—is cultivating relationships with learners that extend beyond the classroom, helping them to realize the life they imagine through a lifetime of learning.
Introducing Pearson India’s new brand film: Helping Learners #PrepareWell
As with most countries, education in India has always been a critical social priority. Owing to the huge demand for university admission and securing high-paying jobs, students, teachers, and parents place a lot of importance on how well they prepare for lessons, exams and broadly, their future.
In fact, as the education ecosystem underwent a drastic technological disruption amid the pandemic; newfound appreciation for “preparation” blossomed as more learners realized that while they may be a little unsure about the future, they can be confident about their present with “Good Preparation.” This is the basic idea of our recently launched exciting brand film on the core theme “Preparation,” which talks about how good preparation forms the foundation for great results in the future.
The new brand films with the Bollywood celebrity have garnered over 10 MILLION+ views on YouTube and gained prominence by capturing interest in a warm and impactful manner. As we go forward, we are sure that this collaboration with the wider influencer community will provide us with an opportunity to build deeper, relatable connections and meaningful relationships with our customers by helping them #PrepareWell at every learning touchpoint throughout their lives.
Vicky Kaushal: A significant face for the company and our customers
An engineer himself, Bollywood celebrity Vicky Kaushal has appeared in several highly acclaimed movies of the Indian Cinema including Masaan, Uri, Sardar Udham, etc., and his stellar performances have led to a meteoric rise in his following on social media, thus making him one of the top-searched personalities in India in 2021. With over 13.2 million followers on Instagram, he has a significant reach as Pearson India’s Brand Ambassador, providing a face for India to associate with Pearson’s direct to consumer brand.
Drawing parallels to his own journey, the brand film features Vicky talking about how, for every artist, there is a challenge of forgetting one’s identity and adapting to new roles every day. A lot of preparation is required to bring characters to life and create a long-lasting impact in the minds of the audience. The months of practice behind these characters is not possible without the people, partners and teams who help one prepare well for these roles. Likewise, in life, good preparation is what leads to great results in the future, and partners like Pearson can be a perfect guide for learners, with our 100+-year legacy of building quality educational content and digital solutions.
Watch the all-new digital brand film here
Cheers and wishes from Team India!
Siddharth Banerjee is managing director for Pearson India & Asia