upGrad’s New TV & Digital Campaign is a Clarion Call to the 100M Indian Workforce to Grow with Specialisation & Not with Licking

upGrad, India’s largest online higher education company, unveils its latest mass media campaign, which can be considered as one of the most clutter-breaking & bold campaigns done by a brand in the recent past. The TV commercial, featuring a donkey, draws from the cultural insight that in the corporate world, everyone wants to climb the ladder and choose various ways to get ahead - one of the most common being the tendency to ‘lick ass’.

Shot in Estonia, the humorous yet charming film has been developed by the creative agency, The Womb & has been directed by Shashanka Chaturvedi, a.k.a Bob, co-founder & director, Good Morning Films, who has worked on close to 100 ads in India and won two Gold Lions at Cannes - the first by an Indian filmmaker and a Grand Prix at Spikes Asia, the upGrad's film marks the first in his career where he directed the shoot crew, including the endearing animal, remotely from Goa, where he has been shooting ads since a month now. 

“Our primary objective is to define the kind of education upGrad provides, that is not constricted by the mode of learning - which just happens to be online. The next ambition was to compellingly summarise all the types of courses we provide - post-graduate degrees, certifications and diplomas. We chose the word ‘degree’ because in India, the concept of a ‘degree’ holds emotional and practical heft across all socio-economic classes. While degrees are available a dime a dozen, the conflict occurs when they tend to be generic, outdated and from not so credible institutions, that are ultimately not valued by employers. Thus, the genesis of ‘Sirf naam ki nahin, kaam ki degree’ - upGrad’s promise to provide outcome-oriented specialisations that help learners to achieve the ROI on education – job/profile switch, increment or promotion, in other words, Employability” said Arjun Mohan, CEO - India, upGrad.

Talking about the campaign, Kawal Shoor, Co-Founder, The Womb said, “upGrad and The Womb got together a few months back to start working on building its brand and business in India. COVID-19 has hastened the need for edtech as a category. upGrad is a very substantive brand in the midst of many lightweight educational institutions that have mushroomed all over India. It has a great culture, knows how to teach, and has tie-ups with some of the best universities in India, and the world. It can fulfil the learning needs of working professionals and undergraduates. We had to bring its various offerings under one, clear positioning idea for the brand that stems from and can influence culture. This spot introduces that idea, along with a clear proposition for working professionals."

"upGrad's Data Science and Management programs for working professionals have great pedigree with tie-ups with institutions like IIIT Bangalore, IIT Madras, and Deakin Business School. To make this resonate culturally, we borrowed from culture - work/corporate culture to be specific. We uncovered a very rich insight - in organisations, those who're not good enough to find other means to rise. We built our proposition around this insight. What was even more challenging was to find a way to execute this in a lockdown - so what you'll see, are Indian-origin actors from the UK, performing in an office in Estonia, being remotely directed from a villa in Goa. The clients at upGrad have to be complimented for believing,” added Navin Talreja, Co-Founder, The Womb.

The performance-driven media planning on TV channels is being executed by the agency DCMN and on OTTs and Google platforms by Tatvic Analytics. The mass media campaign will also be complemented by narrative-driven influencer campaign on social media, which the company officials has not revealed yet. In partnership with HTTPool & Twitter India, upGrad also has rolled out an emoji campaign wherein one of the key brand attributes (KBA) - a red arrow moving upwards will be automatically added to upskilling related hashtags when tweeted by any user worldwide during the campaign period.

Will Yahoo layoff 700 more jobs?

Yahoo Inc said it would cut 5 per cent of its global workforce (nearly 700 jobs) and reported quarterly results that showed progress towards controlling costs, sending shares higher in an after-hours relief rally.

The Internet company said economic conditions remained challenging, as revenue on Yahoo Websites from both display ads and search ads fell during the first quarter.

But the decline in revenue was offset by better cost controls, as new Chief Executive Carol Bartz seeks to revive Yahoo's fortunes. "People were really looking at the profit structure of the business and for things not to be falling apart," said Kaufman Brothers analyst Jason Avilio.

Yahoo said last October it would cut about one-tenth of its workforce, or about 1,600 jobs. The company finished 2008 with roughly 13,600 employees and said it would take severance charges from the new round of layoffs during the second quarter.

The company also announced in an internal memo to employees on Tuesday that it planned to implement a mandatory shutdown of operations during the holiday week of December 25, 2009 through January 1, 2010.

Yahoo said its operating cash flow, excluding certain items, was $409 million in the first quarter, at the high end of the $365 million to $415 million range it forecast in January.

Yahoo shares were up 54 cents at $14.92 in after-hours trading on Tuesday. The company's stock is up roughly 9 per cent from its Monday close of $13.66.

Yahoo's financial report comes as speculation has mounted that the firm has restarted discussions with software giant Microsoft Corp about an Internet search partnership, following last year's failed merger negotiations.

Bartz, who replaced Yahoo co-founder Jerry Yang in the top job in January, declined to comment on anything related to Microsoft during the conference call on Tuesday.

But she reiterated her belief that search is a very valuable part of Yahoo's business.

"I'm well-versed enough in the search business at Yahoo to say it's absolutely critical to Yahoo," Bartz said in response to a question regarding whether she is now familiar enough with the business to respond to an offer for search.

In the first full quarter under Bartz's leadership, Yahoo generated revenue of $1.58 billion, down 13 per cent from the year-ago period. Exclud
ing traffic acquisition costs (TAC), Yahoo's revenue was $1.16 billion, compared with the average analyst expectation of $1.2 billion, according to Reuters Estimates.

The Sunnyvale, California-based company reported a net profit in the first quarter of $118 million, or 8 cents a share -- down from $537 million, or 37 cents a share, a year earlier. Wall Street analysts, on average, had forecast earnings at 8 cents a share, according to Reuters Estimates.

While revenues were "a bit light," Jefferies & Co analyst Youssef Squali said in an email that Yahoo's overall results, particularly on the bottom line, were not bad given the environment.

Yahoo said that revenue from display ads on its owned and operated websites slid 13 per cent year-over-year in the first quarter, with revenue from automotive advertisers down "substantially" and spending by retail advertisers "softened" compared to the year ago period.

Revenue from search-based ads on Yahoo sites were down 3 per cent. And Yahoo said that advertisers were spending less money to bid for the individual keywords that their ads appear alongside, echoing a theme present in results last week from Google Inc, the No.1 US Internet search company.

Yahoo, like Google, stressed the importance of keeping costs in line amid the difficult economy. The new round of job cuts come about two months after Bartz announced a reorganization of Yahoo's internal management structure.

The layoffs, said Bartz, are a "natural outgrowth" of the reorganization, which will allow Yahoo to streamline its operations and eliminate duplication of efforts.

The Internet company said it would also continue to implement unspecified "non-headcount cost reductions," so it can increase its ability to make strategic investments and target hiring in its core operations

"It's crucial that management adjusts the cost structure to the new growth (or lack thereof) realities; so margin protection is paramount to Yahoo right now," said Jefferies analyst Squali. "We think there is potential outperformance on margins."

Chief Financial Officer Blake Jorgensen told Reuters there were "still very dark clouds on the horizon" for the economy.

"I'll try to resist calling the bottom in any way," he said in a telephone interview.

Yahoo projected that sales in the current quarter would range between $1.425 billion and $1.625 billion.

Agencies

Has TCS extended working hours?

Tata Consultancy Services (TCS) has increased its working hours to 45 hours per week from 40 hours effective April 1. This effectively means that employees will have to put in an hour more every day.

The biggest software exporter has also decided to fire around 1,300 employees or 1 per cent of its global workforce this year. This roughly works around one percent of its global workforce.

These employees failed to meet performance standards, according to a company spokesperson said.

About 100 employees have already been sacked in Chennai alone in the last two weeks, sources in TCS told the media.

This comes in the wake of recent announcements by the company’s MD S Ramadorai 10 days back that variable pay of employees is being reviewed this year, to counter the tough economic situations across the globe.

The IT major has also increased working hours to 45 hours per week from 40 hours effective April 1. The TCS sources said in the last two weeks alone the company has sacked about 100 people after they were found wanting in their performance appraisal.

Agencies