Draft FCB Ulka crafts campaign for Meritnation.com
The TVC seeks to increase awareness about e-learning as a potential learning tool
BestMediaInfo Bureau | Delhi | April 30, 2012
Meritnation.com, a pioneer in the 1-12 grade (K-12) online education space, has launched its first ever TV campaign. Aimed at parents, the campaign seeks to increase awareness about e-learning as a potential tool to help children to fare better in studies.
Conceptualized by Draft FCB Ulka, the campaign highlights the competitive pressure that exists for students and their parents and presents Meritnation.com's offerings viz. multimedia tutorials, interactive exercises, practice tests and expert help as an aid to children in their studies.
Talking about the campaign Pavan Chauhan, CEO, Meritnation.com, said, "It is a well established fact that multimedia learning aids create a long lasting impact on learning abilities of children. Studies worldwide have proved that children engage significantly more through multimedia learning aids and also they are able to retain the knowledge for a longer period of time. Our campaign aims to present these multimedia capabilities of Meritnation.com to parents so that they can equip their children better."
Sanjay Tandon, CEO, Draft FCB Ulka, said, "The campaign aims to create awareness about the category among parents and to build brand saliency. On close inspection of the category, one of the key conclusions was that for parents, 'marks' are still the predominant measure of their child's success and that they are also a common discussion point amongst them."
Sanjay Sharma, Group Creative Director, Draft FCB Ulka, elaborated, "The commercial utilizes this insight and creates a satirical situation around the time for results in a school. The 'laddu' is a witty metaphor of celebration that is snatched from the child just as someone else declares better results for his child."
Online education in India is attracting keen interest from various quarters. Multiple models are being tried to meet the ever growing demand from students to get access to high quality educational material which provides them with an edge over other students. While students are increasingly becoming aware of the potential of digital education, parents still need to do a lot of catching-up in terms of awareness and acceptance to the online offerings.
One of the greatest advantages of Meritnation.com is that it provides a unique learning solution based on the assessment of each child. This customized solution helps a child to learn better and also helps in nurturing the confidence of the child. The experts at Meritnation.com answer about 500 queries from students each day; students get an opportunity to learn from their peers. All this makes learning simpler and interesting.
Meritnation.com is a naukri.com group venture, and caters to curriculum of CBSE, ICSE and other leading state boards such as Maharashtra, Karnataka and Tamil Nadu.
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