Vedantu: Kaun Banega Crorepati

Marketing company Essence helped Vedantu, an online tutorial app in India, increase their usership and app downloads by partnering with Sony TV to launch a TV game show that linked to their app.

The communication goal

Increase brand consideration and drive download of the Vedantu app through an differentiated engagement programme.

The situation analysis

With the outbreak of the pandemic and the resultant lockdown, 250 million students were affected by school closure. As a result education changed dramatically with a distinctive rise of e-learning. This led to a proliferation of 'free access' offerings by multiple online tutorials who wanted to tap into the massive explosion in the in-market audience by offering them a' free sample' of their online classes.

We needed to stand out and establish the brand as a credible online tutorial...

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