upGrad has rolled out the third leg of its ‘real people, real stories’ campaign to inspire working professionals to upskill with market-ready courses.
Conceptualised by the brand’s in-house team, the 20-second films showcase three slice-of-life scenarios to address the issues of professionals who often delay upskilling for something less material in life to a future date. It then goes on to showcase how upGrad can help them be ahead of the curve in the professional ecosystem.
Ankit Khirwal, head of marketing, upGrad, said, “In our research, we found out that professionals always procrastinate investing in their careers through upskilling. They prefer to invest their time, money and trust in indulgences or short-term gratifications, mostly because upskilling is hard and the outcome is not immediate. Most realise it until it is too late – in the form of delayed or no promotions, poor increments, and a mismatch of competency with a better job profile. This campaign is to implore professionals like us to not make wrong choices for something essential in today’s world where existing job profiles are rapidly becoming obsolete. One must do enough to stay relevant and ahead, like the 10M other professionals who took the right step and trusted in upGrad for their careers. Our 85% completion rate is a testament to the effectiveness of our courses and upGrad’s commitment to making India a skilled knowledge superpower.”
Shreyas Shevade, head of creative and content marketing, upGrad, said, “People make excuses to not do things that are good for them. It’s baffling but true. It’s why most people are unhealthy but few do anything about it, why most people don’t buy insurance despite life being uncertain, and also why despite tens of millions of jobs getting defunct every year, only 10 million people have enrolled into upGrad since inception. As a brand, we want to challenge this excuse mindset towards work in general and upskilling in particular. We binge-watch but say we don’t have time after work to upskill. We spend lakhs to upgrade our gadgets but hardly anything to upgrade our skills. Even though we at upGrad see our learners getting ahead in their careers after doing a course with us but to be honest a lot of us don’t upskill even with our employee benefits. This campaign hopefully is an eye opener for both our consumers as well as our colleagues, as it has been for those who conceived it.”
Source: Campaign India