Business Challenge

upGrad offered high-quality, long duration online degrees but at 8 times the price of an average online course.

Consumer Challenge

Consumers saw online courses as lightweight and inconsequential in career growth.



    Modern jobbers see specialization as the fastest way to grow their careers


    Pitch upGrad as a serious degree with specialization opportunities.

  • IDEA

    Take on the ways people resort to rise faster


Consumer result

From seeing upGrad as generic (read ‘low’ value) learning platform, potential learners put the brand in a different mental box – an institution that provides life changing career outcomes

Business Result

  • 95% increase in revenue

  • FROM

    Skipping online learning options

  • TO

    Enrolling at a high premium