UPGRAD

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.

Solution

  • INSIGHT

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

  • STRATEGY

    Pitch upGrad as a serious degree with specialization opportunities.

  • IDEA

    Take on the ways people resort to rise faster

WORK

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