Learning app BYJU’s activated its shirt sponsorship of the Indian cricket team with a new campaign that set out to awaken the inner student in skipper Virat Kohli, Rohit Sharma, KL Rahul, Shikhar Dhawan, Rishabh Pant, Ravindra Jadeja and the rest of the squad.
The campaign, conceptualised and created by Spring Marketing Capital, both celebrates the feeling of togetherness that cricket brings to Indians and also shines a spotlight on encouraging and inspiring people to never stop learning and reinforce the brand’s mission to encourage everyone to ‘Keep Learning’.
The campaign from the Bangalore based ed-tech startup, which was founded in 2011, was spearheaded by a television commercial featuring the Indian cricket team donning the new team jersey with the BYJU’s logo.
The film aims to act as a reminder to all viewers about the challenge of being a better version of themselves every day and to never let that child-like curiosity of youth fade.
The film features the Indian players walking out onto the pitch and sharing just what the jersey means to each of them and about the inspiration they draw from it to continue learning and growing every day.
The spot debuted on television and across the brand’s social channels on 17 October and includes the copy: “A billion dreams, a billion hopes, a billion wishes. The only way to carry the weight of these aspirations is to Keep Learning. Learning from the highs, the lows, and everything in between”.
The hero spot is supported by digital and social content carrying the campaign hashtags #TeamIndia #BYJUS #KeepLearning #KeepLearningKeepWinning.
“It is a heartening moment for us to associate ourselves with India’s most loved sport,” said BYJU’s Founder and CEO Byju Raveendran.
“Being on the Indian cricket team jersey is monumental and also an opportunity to remind every Indian to call on their inner child and reignite their child-like curiosity to ‘Keep Learning’. Just as cricket inspires a billion budding dreams across India, we too as a learning company hope to inspire the love of learning in every child’s heart.”
Mrinal Mohit, COO of BYJU’S added, “Cricket is more than just a sport, it’s an emotion and we wanted it to resonate with every Indian at the deepest level. We are confident that our powerful message combined with Cricket’s unmatched popularity will certainly create the necessary awareness about the benefits of quality, digital learning to deeper parts of India. Here’s to new innings of supporting Team India!”.
Comment:
This campaign shows how BYJU’ activation strategy around its new Indian cricket team will reinforce its mission to create life-long learners and embracing new-age forms of learning for long-term impact.
It was in July 2019 that the BCCI announced a change in primary shirt sponsorship which saw the Bangalore-based educational technology and online tutorial firm BYJU’S replace the Chinese mobile-maker OPPO as the official sponsor of the Indian cricket team.
The new deal comes into action on 5 September 2019 and will run up to 31 March 2022 and India’s new jersey with BYJU’s logo was then unveiled in Dharamsala ahead of the first Twenty20 International against South Africa in September.
Oppo had previously penned a five-year deal with the BCCI in 2017, which had been reported to be worth Rs.1079 crore.
“The BCCI has a clause which allows transfer of sponsorship,” said a BCCI statement.
“The transfer is a “tripartite agreement” between Oppo, Bengaluru-based BYJU’s and the BCCI, which will, therefore, not lose any money with the new sponsor paying exactly the same as Oppo.”
Links:
BYJU’s
https://www.facebook.com/byjuslearningapp/
https://www.youtube.com/user/byjusclasses
https://www.instagram.com/byjus_app
Spring Marketing Capital
https://springmarketingcapital.com/
BCCI
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