Client: PrepLadder
About the Client
PrepLadder is an ed-tech company that offers medical students premium educational content to take on competitive post-graduate medical entrance exams like NEET-PG, AIIMS-PG, JIPMER, PGIMER and FMGE.
Target Audience
Indian medical students, primarily in the age group of 19 to 28, both men and women. These students are already aware of the Brand and its product.
Campaign Objective
Compared to their competitors, PrepLadder's learning platform offers less content. This choice to offer less content was deliberate on the client's part, as they didn't want to over-burden students with too much content. The client had selected and curated the course to focus primarily on the content that yields result. Their aim was to create a course that was selective so that students would have time not just to go through the content once, but several times, still leaving them with enough time for revision. However, the client was often questioned by their target audience regarding this difference in content duration and many students considered lesser content to mean less value.
The aim of the campaign was to explain the client's ideology to the target audience i.e. medical students in a way that was fun and would be remembered. The client wanted less content to be turned into a USP instead of a drawback. They wanted to help students understand that too much content, which they would never be able to complete, was of no use. Also choosing what to study and what to skip will become a burden for them.
Another important brief from the client was that we needed to use their faculty members as the face of the campaign. These teachers are well-known and renowned among the medical student community. The client wanted to use the students' affinity with their teachers to get more eyeballs and build better connect. The challenge was the fact that these teachers are Doctors with almost no acting experience.
Advertising Concept
Too much doesn't always mean too good.
Study only as much as is required.
Study only as much as is required.
Campaign Tagline:
Padho Utna Chahiye Jitna
Campaign in Print
Once the advertising spot became popular and well recognized among the target audience, the campaign was adapted for print. Posters, hoardings, billboards, leaflets incorporated the key image from the advertising spot along with the campaign tagline.
