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...

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