Tata ClassEdge (TCE), a division of Tata Industries, launched its marketing campaign ‘Padhne Ka Sahi Tareeka’ around Tata Studi. Tata Studi, first introduced in early 2021 is an after-school learning app designed around the principles of Science of Learning – a multidisciplinary approach that combines research from neuroscience, psychology and cognitive science.
Since its first introduction, Tata Studi has been greatly appreciated by students and parents for its design, content and adaptive Study Planner. The Study Planner helps students define learning goals and plan their studies according to their convenience. Tata Studi now plans to increase its awareness and reach through a multichannel marketing campaign.
The campaign ‘Padhne Ka Sahi Tareeka’ focuses on the correct way to learn. The campaign is based on insights drawn from how invested parents are in the studies of their children. To ensure their child’s success, parents undergo immense stress and ends up pressuring the child as well. With this insight, the thought of ‘Pressure Nahi, Plan’ was born. Through a series of films, the campaign conveys the point that planning their studies will help students to be better prepared, avoid anxiety and perform well in their exams. The campaign has been conceptualized and executed by Mullen India.
