upGrad’s latest campaign #AageKiSocho is the wake-up call that India Inc. needs today

~ Conceptualized by BBH India, the campaign is a strong reminder to upskill in time~

Mumbai, January 23rd, 2024: upGrad, one of Asia’s largest integrated learning, skilling, and workforce Development majors has launched its new brand campaign, “AageKiSocho” calling out a stronger need to upskill in today’s tech-dominated era.

Conceptualized by BBH India and built on the idea that the only way through a stalemate in one’s career is by thinking a way forward, upGrad’s ‘Aage ki Socho’ takes a hit on the ‘snoozing’ culture, working professionals and freshers tend to adopt further delaying their career growth.

Set to a thought-provoking jingle of “Ab Sara India ‘AageKiSoch’ raha hain upGrad pe; Seekh Raha Hain Kuch Naya, Online, upGrad se!” the audio track is a louder clarion call catalyzing individuals to act on their future aspirations. Directed by veteran filmmaker, Anupam Mishra and produced by Belief Films, the narrative centers on the positive career outcome and the opportunities that lie ahead amid the global industrial revolution.

Commenting on the launch, Ankit Khirwal, Head of Marketing, upGrad said, “Aage Ki Socho is an important rendition that has been designed very carefully to drive our youth to inculcate an action-driven mindset. Indians need to move away from their traditional education perspectives that emphasize learning as a linear progression. It’s rather the hour for precise and well-timed reskilling and upskilling that enables our talent to attract better opportunities and strengthen our global standing. With a forward-thinking approach at the helm, upGrad continues to encourage a million lives to make upskilling an important investment for one’s betterment and career ROI, further building a generation of resilient leaders.”

To nurture the innovative mindset of millions, the Pan-India campaign further focuses on enhancing skills in areas like management sciences, data science, artificial intelligence, and machine learning to empower young India with an opportunity to secure a brighter future for themselves, their families, and the nation, collectively. Seasoned professionals are also poised to evolve into global thought leaders while leading organizations towards new heights.

“In a world of rapid change and unpredictability, the ability to learn is the key to thriving. The #AageKiSocho campaign challenges the ‘pehle padhai phir baaki sab’ mindset, breaking free from the notion that education has a deadline. It’s a bold push, urging us to rethink our learning journey—whether switching careers, elevating lifestyles, or mastering new subjects. Education becomes the transformative force, changing our orbits and propelling us forward. Aage Ki Socho, because learning is not bound by timelines; it’s the compass guiding us in both career and life,” said Parikshit Bhattaccharya, CCO, BBH India.

The brand campaign is live across upGrad’s social and digital channels and will also be featured through the third season of Shark Tank India, exclusively premiering on SonyLiv.

You can watch the brand film here: