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
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INSIGHT
Modern jobbers see specialization as the fastest way to grow their careers
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STRATEGY
Pitch upGrad as a serious degree with specialization opportunities.
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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
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95% increase in revenue
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FROM
Skipping online learning options
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TO
Enrolling at a high premium